MANAGEMENT SLANT
- A significant portion of advertising is wasted because of suboptimal media allocation that overlooks the impact of clutter, familiarity, and sales percentage difference on thresholds, ceilings, advertising goodwill, and market share.
- Empirical data were used on sales and advertising expenditure from the South African automotive market over eight years. Clutter was a significant and large-scale determinant of sales’ rate of decay. At high levels of clutter, almost no level of advertising affected market share.
- In a highly competitive environment, even when clutter is distributed throughout other media, all media returns are reduced significantly and...