Understanding advertising clutter and the real solution to declining audience attention to mass media commercial messages

Abstract

Purpose-In all mass media advertising, the increasing advertising to editorial ratio is causing audience inattention and consumer complaints. The usual solutions are more creative advertising or better hiding of the messages within the editorial content. This discussion aims to describe the real solution, first predicted by Howard Gossage five decades ago, which requires understanding the problem in historical perspective and maybe a shift back to some older practices. Design/methodology/approach-Uses a historical perspective plus the wisdom to Gossage to point out the potential salvation and future for effective advertising. Findings-More effective advertising would mean that there would be less of it. Originality/value-Abuse of audiences by intrusive advertising lowers the effectiveness of the entire communications form. For better advertising, there should be less of it and more targeted both in placement and content. This offers a more realistic statement of how advertising can maximize its persuasive power in the future.

Social Media in Advertising Campaigns

“…People are overwhelmed with TV commercials which elicits irritation and annoyance (Bronner & Neijens, 2006), while SNS advertising might not evoke such negative reactions. The last difference is that SNS advertising is embedded in a social context where people stay in contact with friends, family and acquaintances , while TV commercials are embedded in a cluttered commercial context (Rotfeld, 2006). People generally feel positive when surrounded by (online) friends, and the positive experience of the context might transfer to the ads shown.…”

Doing well while doing good? An integrative review of marketing criticism and response

“…In this domain, scholars also report consumers' unease with intrusive promotion practices by means of which marketers try to push commercial messages ever deeper into consumers' private lifeworlds (Pereira Heath & Heath, 2008). Specific practices include unsolicited mailing and emailing, telephone advertising calls, TV advertisements, out-of-home media, or Internet pop-up screens that invade consumers' psychological spaces and result in consumer perceptions of advertising clutter (Cohen et al, 2005;Rotfeld, 2006;Rumbo, 2002;Witkowski, 2005).…”

“…Marketing criticisms Deceptive product & pricing practices -Planned product obsolescence (e.g., Guiltinan, 2009;Packard, 1960) -High-low pricing (e.g., Kaufmann, Smith, & Ortmeyer, 1994) -Targeting harmful products to vulnerable consumers (e.g., Dameron, 1938;Smith & Cooper-Martin, 1997;Smith & Quelch, 1993) -Marketing verifiably perilous products (e.g., Birsch & Fielder, 1994;Nader, 1965) Deceptive promotion practices -Stereotypical, hyperreal visions of human appearance (e.g., Gurrieri, Previte, & Brace-Govan, 2013;Pollay, 1986;Schroeder & Borgerson, 2005) Intrusive advertising & data mining in private life spheres -Over-hyped, "cluttered" advertising (e.g., Cohen, Comrov, & Hoffner, 2005;Pereira Heath & Heath, 2008;Rotfeld, 2006;Rumbo, 2002;Witkowski, 2005) -Covert Internet data collection (e.g., Ashworth & Free, 2006;Palmer, 2005;Pollach, 2005) Eroding specific appeal of cultural source contexts -Commercial co-optation of local ideas, styles, and materials (e.g., Frank, 1997;Heath & Potter, 2010;Holt, 2002) Excessive promotional noise in public spaces -Unsolicited advertising in public spheres (e.g., Klein, 1999;Rumbo, 2002) -Pressing global spread of chain stores and restaurants (e.g., Klein, 1999;Lavin, 2003;Thompson & Arsel, 2004) Limiting cultural dissemination & innovation -Restrictive property rights (c.f., Fourcade & Healy, 2007;Srinivas, 2007) -Privatization of language & limitation of non-commercial content in media consumption (e.g., Arvidsson, 2006;Bollier, 2005;…”

A mozifilmekben lévő termékmegjelenítések észlelésének nemek szerinti különbségei

“…Az egyik magá-nak a médiának a fragmentálódása és elterjedése, aminek következtében a hagyományos reklámozási csatornákon lényegesen nehezebb hatékonyan elérni az adott márka célközönségét (Mackay et al 2009). A fogyasztói szokások változása önmagában is jelentős változásokat generált: a folyamatosan növekvő reklámzaj miatt a fogyasztók megpróbálják elkerülni a reklámokat (Rotfeld 2006). A reklámelkerülés jelensége többek között a televízió nézési szoká-saikban is megjelenik, hiszen a technológia fejlődés hatására megjelenő digitális rögzítő-eszközök segítségével a nézők könnyedén átugorhatják a reklámblokkokat (Lehu 2007, Basso 2009.…”