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The Importance Of Clutter In Advertising

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Ha cited by potter, Collision, Chambers and Edison (2008) had posited two dimensions for which is clutter is built they are the competitiveness in the similarly close gap of which rivalry brands in the same product category are advertised and the rate of which commercials interfere with the programmes which was described as the intrusive nature of an advert that can prompt audience avoidance as there is no control in the duration of break.
Miller (2004, cited by Rotfeld (2006), stated that in the buying of media spots, one should consider understanding the thoughts and desires of audiences as they scan through the media besides taking consumer demographics as a predominant factor to purchasing ad time and space be considered to weigh the best …show more content…

Stühmeier & Wenzel (2011) posited that increased ad-avoidance diminishes advertisers’ value of placing an advertisement on a medium.
Heeter and Greenberg (1985 as cited in Saiganesh & Parameswaran, 2012) stated that audiences are inclined to zap the commercials due to boredom, to evade commercials and to watch other channels especially those that are not on commercial breaks. It was revealed that youths zap through commercials than older audiences and children zap more than parents.
Cronin and Menelly (2013) found that zipping rates were lowest for the first commercial in the first pod, and highest for the commercials in the last pod. Since the customer can control or discard ad messages that they consume through zipping and zapping, advertisers should seek efforts in understanding their interest and what they would like to be …show more content…

However, while citing Cronin (1995), “zapping” was defined as the tuning away from a channel to keep away from commercials or to see what is abuzz on any other station while zipping as simply the fast forwarding of any digitally recorded content. It was mentioned that the memory for processing marketing messages has been detrimentally impacted with the aid of zipping and zapping through channels. While in television advertising, it seems to have more impact as zipping commercials at a slow velocity can lead to an increased growth in memory for the advertisements than viewers that zip at a high

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