Media and Communications Faculty Publications

Title

Integrated Model of Advertising Clutter in Offline and Online Media

Document Type

Article

Abstract

The rapid growth of online advertising raises concerns about advertising clutter in the online media environment. This paper proposes an integrated model of advertising clutter that addresses the unique characteristics of the online media environment. We review the structural, information processing and functional approaches to advertising clutter, and integrate these approaches into a new comprehensive framework that explains consumer response to advertising clutter by differentiating consumer-centred analysis from media-centred analysis. The differences between online media and offline media are compared in terms of audience control and advertiser control. Attitudes towards advertising in general and in specific media contexts, and task orientations are introduced as mediating factors that affect the perception of and the subsequent response to advertising clutter. This paper offers a set of propositions on the factors affecting perception of advertising clutter, the relationship between physical characteristics and perception of advertising clutter, and how perception of clutter creates negative advertising effects. Managerial and theoretical implications of this framework are discussed. [PUBLICATION ABSTRACT]

Publication Date

2008

Publication Title

International Journal of Advertising: The Review of Marketing Communications

Volume

27

Issue

4

Start Page No.

569

End Page No.

592

Publisher

Taylor & Francis

ISSN

0265-0487

DOI

10.2501/S0265048708080153

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