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ADVERTISING 'CLUTTER'

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by

Grant Reid

on 6 December 2014

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Transcript of ADVERTISING 'CLUTTER'

ADVERTISING 'CLUTTER'
Calum Morton
Grant Reid
Joe Scott

'It is increasingly true that advertising must compete, within its media environment, for the attention of the viewer, reader or listener.'
(Yeshin, 2006)

Critically discuss the impact of advertising clutter on the attempts of advertisers to gain the attention of audiences and outline potential methods of overcoming the problem.
CLUTTER
(noun)
:
Media outlets that carry a high volume of advertising may well diminish the likelihood of the consumer remembering a particular advertisement for a brand.

(Yeshin, 2011: 349)
Clutter is a result of a phenomenon known as 'competitive interference', where companies compete to be the 'focal brand'.
The more adverts shown in a small space/over time, the less likely audiences will 'recall' them.
'Barriers to Advertising Success'
(Belch and Belch, 2012)
Avoidance Behaviours
'Mechanical'
'Behavioural'
Change the channel
Mute the sound
Ad Block
Talk to someone
Flick past the pages
Leaving the room
Will changing our attitude towards adverts solve the problem of avoidance?
Or do advertisers have to be more inventive with their adverts?
'Mac vs PC'
Endorsement: The Downside
Endorsement
"...think of the endorser as possessing some symbolic properties, which are transferred from the endorser to the endorsed brand (through advertising) and... from the brand to the consumer (through the act of purchasing/owning/consuming) (Batra, Myers and Aaker, 1996
What does this image say about Pepsi? There is only one David Beckham, so competitors will find it hard to copy this exact mix of associations.
Beating Clutter: Creative Approaches
"A euro invested in a highly creative ad campaign had nearly double the sales impact of a euro spent on a noncreative campaign."

- Reinartz & Saffert in Harvard Business Review, June 2013
- Originality: Take a different approach to your competition

- Flexibility: Links to a range of ideas/uses

-Elaboration: Extend simple ideas

- Synthesis: Blending/connecting unrelated concepts/objects

- Artistic Value: Production values/sensory appeal
Avoiding Clutter
The #Putpockets anti-pickpocket campaign makes use of an environment you don't expect to contain advertising - your pocket
This Apple endorsement campaign combines rational and emotional approaches - creative and, in theory, effective - however, for the UK version they mis-read the audience's perceptions of Mitchell & Webb
Factual, direct comparisons to competitors can increase recall (Donthu, 1992) but may also appear dry/dated
Native Advertising
- Not a new idea, but one that has huge potential online applications

- Online ads compromise user experience, giving them low appeal.

- Native ads are designed to match the content of the media outlet they are featured in. Essentially they are trying to avoid triggering avoidance behaviour
Promoted tweets
Sponsored stories
Paid discovery
n. Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. (definition by sharethrough.com)
Search results
Trial: 70% of 33%

Awareness/Attitude: 33% of 60%

Attention: 60% of 90%

Exposure: 90% of Target Market
Paid articles
Sponsored content
Marketed Content
Although the two appear, brands who produce their own content as part of an advertising/brand strategy are not making true native adverts. The power of native advertising lies in the credibility and popularity of the publishing outlet, the product's relevance to the consumers of that outlet, and its unobtrusiveness.
PaddyPower use the principles of flexibility and elaboration to allow their audience to create the original ideas for them:
First Direct opt for high production values, quirky synthesis (a platypus tells you about banking) along with an original "teaser" to stimulate some conversation about the campaign on multiple platforms:
ATTENTION
WOAH

BOOM
SHAKAKAKA?
BOO!
“Attention can be viewed as an information filter--a screening mechanism that controls the quantity and nature of information any individual receives.” Batra (1996)
What is Attention?
The Basic Marketing Communication Model
Aww isnt that nice!
The Perception Process
Lets be Creative!
Full transcript