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More Mutter About Clutter

Extending Empirical Generalizations to Facebook

Karen Nelson-Field, Erica Riebe, Byron Sharp
DOI: 10.2501/JAR-53-2-186-191 Published 1 June 2013
Karen Nelson-Field
Ehrenberg-Bass Institute,
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  • For correspondence: Karen@MarketingScience.info
Erica Riebe
Ehrenberg-Bass Institute,
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  • For correspondence: Erica.Riebe@MarketingScience.info
Byron Sharp
Ehrenberg-Bass Institute,
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  • For correspondence: Byron.Sharp@MarketingScience.info
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ABSTRACT

This article examines the impact of clutter on advertising placed on Facebook. This platform is quite different from broadcast media, yet the current study unveiled very similar findings as previously seen for television and radio—that advertisements were better recalled when placed among fewer other advertisements. The improvements in advertising recall, however, do not appear to be sufficient to justify the likely price premium that advertisers would have to pay to reduce clutter on Facebook. The research found that larger brands are more immune to clutter than small brands, so low-clutter environments are more important for lesser-known (i.e., smaller and new) brands.

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Vol 53 Issue 2

Journal of Advertising Research: 53 (2)
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More Mutter About Clutter
Karen Nelson-Field, Erica Riebe, Byron Sharp
Journal of Advertising Research Jun 2013, 53 (2) 186-191; DOI: 10.2501/JAR-53-2-186-191

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More Mutter About Clutter
Karen Nelson-Field, Erica Riebe, Byron Sharp
Journal of Advertising Research Jun 2013, 53 (2) 186-191; DOI: 10.2501/JAR-53-2-186-191
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More in this TOC Section

  • The Marketer's Dilemma: Focusing on a Target or a Demographic?
  • Empirical Generalizations: New Laws for Digital Marketing
  • Digging Deeper Down into the Empirical Generalization of Brand Recall
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