Consumer Perceptions of Advertising Clutter and Its Impact Across Various Media

This paper examines perceived ad clutter. A national survey of 946 consumers was conducted. Respondents were asked about six media-television, radio, magazines, newspapers, Yellow Pages, and direct mail. Television and direct mail were rated highest in perceived clutter. Television and magazines exhibited the highest level of ad-related communication problems {hindered search and disruption). Perceived clutter, hindered search, and disruption were related to less favorable ad attitudes and greater ad avoidance. These effects varied by media. Demographic variables had little effect on perceived ad clutter.