PT  - JOURNAL ARTICLE
AU  - Peter Hammer
AU  - Erica Riebe
AU  - Rachel Kennedy
TI  - How Clutter Affects Advertising Effectiveness
AID  - 10.2501/S0021849909090217
DP  - 2009 Jun 01
TA  - Journal of Advertising Research
PG  - 159--163
VI  - 49
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/49/2/159.short
4100  - http://www.journalofadvertisingresearch.com/content/49/2/159.full
SO  - J Advert Res2009 Jun 01; 49
AB  - Consolidating past findings on clutter with analysis of four new data sets, we document the empirical patterns for how advertising works in television and radio with different levels of clutter. We find that advertising avoidance is similar in low and high clutter environments, so when there is more clutter, audiences really do see more advertisements. Doubling the clutter, however, does not halve the number of advertisements recalled, and in less clutter audiences are less likely to correctly identify the advertised brand in commercials they do recall. Overall, we find that the impact of clutter is not large, especially when compared to creative elements of executions.