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| Author: | Kent, R. |
| Title: | Competitive clutter in network television advertising: current levels and advertiser responses |
| Journal: | Journal of Advertising Research
1995 : JAN/FEB, VOL. 35:1, p. 49-58 |
| Index terms: | ADVERTISING TELEVISION RECEIVERS INDUSTRY MARKETS |
| Language: | eng |
| Abstract: | Recent findings indicate that competitive messages can reduce the memorability of information from television ads. In this article, the causes and potential effects of competitive clutter are described, and an enhanced analysis of competitive overlap in network television is provided. Data from an automated ad tracking system are used to analyze competitive clutter levels in recent network advertising. Strategic responses to the cluttered and competitive media environment are presented for new and mature brands. |
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