RT Journal Article
SR Electronic
T1 More Mutter About Clutter
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 186
OP 191
DO 10.2501/JAR-53-2-186-191
VO 53
IS 2
A1 Nelson-Field, Karen
A1 Riebe, Erica
A1 Sharp, Byron
YR 2013
UL http://www.journalofadvertisingresearch.com/content/53/2/186.abstract
AB 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.