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.
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Robert J. Kent (1995) studied this question.
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