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| Author: | Elliott, M. Speck, S. |
| Title: | Consumer perceptions of advertising clutter and its impact across various media |
| Journal: | Journal of Advertising Research
1998 : FEB, VOL. 38:1, p. 29-42 |
| Index terms: | CONSUMERS INFORMATION ADVERTISING |
| Language: | eng |
| Abstract: | This paper examines perceived ad clutter. A national survey of 946 consumers was conducted. Respondents were asked about six media - television, radio, magazines, newspapers, Yellow Pages and direct mail. Television and direct mail were rated highest in perceived clutter. Television and magazines exhibited the highest level of ad-related communication problems. Perceived clutter, hindered search, and disruption were related to less favourable ad attitudes and greater ad avoidance. |
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