An integrated model of advertising clutter in offline and online media

The rapid growth of online advertising raises concerns about advertising clutter in the online media environment.

An integrated model of advertising clutter in offline and online media

Louisa HaBowling Green State University

Kim McCannNorthern Illinois University


The rapid growth of advertising on the internet calls for a return visit to the issue of advertising clutter. More and more advertising in various formats is now propagating online, and advertising has become the most important form of revenue for consumer websites. The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers reported that US internet advertising revenues reached an estimated new record of US$10 billion for the first half-year of 2007 (Interactive Advertising Bureau 2007). Although advertising practitioners...

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