Competitive Clutter in Network Television Advertising: Current Levels and Advertiser Responses

Robert J. Kent

26 citations0/0 files storedJournal of Advertising Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

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. These responses involve changes to common ad targeting, creative, media, and research practices.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 26 citations exist upstream.

References

1978Current issues and research in advertising 1988Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice 1987Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations 1993The Effects of Length, Content, and Repetition on Television Commercial Effectiveness 2000Repetitive Advertising and the Consumer 1991Memory and Evaluation Effects in Competitive Advertising Environments 1990Getting the most out of advertising and promotion.1982The Effects of Advertising on High and Low Loyalty Consumer Segments

Cited by

2016Consumer Response to Brand Placement in Movies: Investigating the Brand-Event Fit 2010The Impact of Advertising Attitudes on the Intensity of TV Ads Avoiding Behavior 2005The future of television advertising 2014Consumer Confusion in Mobile Application Buying 2022Consumer Recall and Recognition Of Co-Appearing Brands in TV Media

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.