Integrated marketing Integrated marketing communication topic II communication topic II

Advertising clutter in Advertising clutter in consumer magazines: consumer magazines: dimensions and effects.dimensions and effects.

John Dehmardan John Dehmardan

Impact of advertising Impact of advertising clutter clutter

Advertising clutter: The density of Advertising clutter: The density of advertisement in a media vehicleadvertisement in a media vehicle

Impact of clutter level on Impact of clutter level on effectiveness of an advertisement effectiveness of an advertisement

impact of advertising impact of advertising clutter clutter

How clutter works against memory of How clutter works against memory of advertisements ? advertisements ?

1- Overloading consumers with large quantity of 1- Overloading consumers with large quantity of information. information.

2- Similarity of the advertised products 2- Similarity of the advertised products interferes with brand-name recall interferes with brand-name recall

impact of advertising impact of advertising clutterclutter

Clutter has no negative effect on Clutter has no negative effect on advertising effectiveness.advertising effectiveness.

- Selective attention- Selective attention

- Flexibility of human memory - Flexibility of human memory

Purpose of study Purpose of study

Traditional approach: Cognitive Traditional approach: Cognitive information processing information processing

- Memory - Memory

Affective responsesAffective responses

- Attitudes - Attitudes

Three dimensions of Three dimensions of clutter clutter

1- Quantity 1- Quantity

2- Competitiveness 2- Competitiveness

3- Intrusiveness 3- Intrusiveness

Three dimensions of Three dimensions of clutterclutter

Quantity : number of Quantity : number of advertisements and the proportion advertisements and the proportion of ad space in an media vehicle of ad space in an media vehicle

Three dimensions of Three dimensions of clutter clutter

Competitiveness: The degree of Competitiveness: The degree of similarity of the advertised similarity of the advertised products and the proximity products and the proximity between the advertisements of between the advertisements of competitive brands in the same competitive brands in the same product category in a media product category in a media vehicle. vehicle.

Three dimensions of Three dimensions of clutter clutter

Intrusiveness: The degree to which Intrusiveness: The degree to which advertisements in a media vehicle advertisements in a media vehicle interrupt the flow of an editorial interrupt the flow of an editorial unit . unit .

-Reactance theory -Reactance theory

Clutter and advertising Clutter and advertising effectiveness effectiveness

Advertising effectiveness Advertising effectiveness measures are employed to measures are employed to examine the impact of advertising examine the impact of advertising clutter at different stages of clutter at different stages of advertising communication advertising communication process. process.

Advertising effectiveness Advertising effectiveness measures measures

1- Advertising exposure stage: 1- Advertising exposure stage: Effectiveness can be measured by Effectiveness can be measured by attitudes toward advertising in a media attitudes toward advertising in a media vehicle and general ad readership. vehicle and general ad readership. ( Aav )( Aav )

2- Attention stage : Advertising effects can 2- Attention stage : Advertising effects can be measured by the degree of advertising be measured by the degree of advertising message involvement . ( AMI ) message involvement . ( AMI )

Advertising effectiveness Advertising effectiveness measuresmeasures

Processing stage: Advertising Processing stage: Advertising effectiveness can be measured by effectiveness can be measured by the memory of the ad. the memory of the ad.

Evaluation stage: Advertising Evaluation stage: Advertising effects can be measured by the effects can be measured by the attitude toward the ad. attitude toward the ad.

( Aad ) ( Aad )

Advertising effectiveness Advertising effectiveness measures measures

Response stage: Advertising Response stage: Advertising effectiveness in terms of response to the effectiveness in terms of response to the advertising can be measured by the advertising can be measured by the resistance to competitive ads and brand resistance to competitive ads and brand equity equity

- Resistance to competitive ads- Resistance to competitive ads

- Brand equity - Brand equity

Research design Research design

3 experimental groups and 1 control 3 experimental groups and 1 control group group

Each treatment manipulated one of Each treatment manipulated one of the 3 dimensionsthe 3 dimensions

All 3 dimensions of clutter kept low All 3 dimensions of clutter kept low in the control group in the control group

Research designResearch design

Advertising effectiveness measures Advertising effectiveness measures were compared between high and low were compared between high and low clutter levels. clutter levels.

Stimulus materialStimulus material

- 70-page consumer magazine- 70-page consumer magazine

- Mix of articles and advertisements- Mix of articles and advertisements

- Identical editorial contents - Identical editorial contents

Research design Research design

Ads chosenAds chosen

- 41 ads of 32 product categories - 41 ads of 32 product categories

- Top 10 advertising product - Top 10 advertising product categories categories

- Authentic look- Authentic look

- Full-page four-color ads - Full-page four-color ads

Research design Research design

The focal brand: Spiegel, a catalog The focal brand: Spiegel, a catalog clothing brand. clothing brand.

Evaluate the magazine as potential Evaluate the magazine as potential subscriberssubscribers

The responses were collected in a The responses were collected in a questionnaire questionnaire

Advertising clutter indexes Advertising clutter indexes

Quantity dimension of clutter Quantity dimension of clutter

- 35 ads for High-quantity clutter condition - 35 ads for High-quantity clutter condition

- 21 ads for low -quantity clutter condition - 21 ads for low -quantity clutter condition

Competitiveness dimension of clutterCompetitiveness dimension of clutter

- Number of product categories - Number of product categories

- The # of ads in the product category - The # of ads in the product category

- The average # of pages between the - The average # of pages between the competitive ads competitive ads

Advertising clutter indexesAdvertising clutter indexes

Intrusiveness dimension of clutterIntrusiveness dimension of clutter

- Cutting across magazine articles- Cutting across magazine articles

- Advertisements in different paper - Advertisements in different paper texture from the paper used for the texture from the paper used for the editorial content editorial content

Low-intrusiveness: no ads cutting across Low-intrusiveness: no ads cutting across High-intrusiveness: 12 ads cutting across High-intrusiveness: 12 ads cutting across

Results and implications Results and implications

Effects of quantity dimension of clutter Effects of quantity dimension of clutter

- Higher score for attitudes towards - Higher score for attitudes towards advertising in a media vehicle , Aavadvertising in a media vehicle , Aav

- No difference for memory of the focal ad- No difference for memory of the focal ad

- No difference for attitude toward the ad - No difference for attitude toward the ad

- No difference for resistance toward - No difference for resistance toward competitive adscompetitive ads

- No difference for brand equity - No difference for brand equity

Results and implicationsResults and implications

Effects of competitiveness dimension of Effects of competitiveness dimension of clutter clutter

- No significant impact on Aav - No significant impact on Aav

- Higher general readership- Higher general readership

- Higher advertising message involvement- Higher advertising message involvement

- No effect on the memory of the focal ad- No effect on the memory of the focal ad

- No effect on resistance - No effect on resistance

- No effect on brand equity - No effect on brand equity

Results and implications Results and implications

Effects of the intrusiveness dimension Effects of the intrusiveness dimension

- Higher Aav- Higher Aav

- No impact on general ad readership- No impact on general ad readership

- No impact on advertising message - No impact on advertising message

involvementinvolvement

- Better memory of the focal ad- Better memory of the focal ad

- No impact on resistance - No impact on resistance

- No impact on brand equity - No impact on brand equity

Results and implications Results and implications

Realistic settingRealistic setting

Perceptions vs. reality Perceptions vs. reality

Valid concernsValid concerns