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Advertising or marketing clutter refers to the large volume of advertising messages that the average consumer is exposed to on a daily basis.


One explanation, in a general sense, is that advertising clutter is often a result of a marketplace that is (over)-crowded with competing products. Heightened competition from this phenomenon has led to the emergence of other advertising strategies, including guerrilla marketing, viral marketing, and experiential marketing along with new focuses on humanising messaging within marketing.[citation needed]

Online advertising clutter

Studies have shown that annoyance factors from online advertising clutter is a significant contributor to advertising avoidance.[improper synthesis?][1][2][3][4][5]



  1. ^ Ha, Louisa (2017). "Digital Advertising Clutter in an Age of Mobile Media". Digital Advertising. pp. 69–85. doi:10.4324/9781315623252-5. ISBN 978-1-315-62325-2.
  2. ^ Morimoto, Mariko (2017). "Personalization, Perceived Intrusiveness, Irritation, and Avoidance in Digital Advertising". Digital Advertising. pp. 110–123. doi:10.4324/9781315623252-7. ISBN 978-1-315-62325-2.
  3. ^ Burns, Kelli S.; Lutz, Richard J. (2006). "The Function of Format: Consumer Responses to Six On-Line Advertising Formats". Journal of Advertising. 35 (1): 53–63. doi:10.2753/joa0091-3367350104. JSTOR 20460712. S2CID 143825277.
  4. ^ Cho, Chang-Hoan; Cheon, Hongsik John (2004). "Why Do People Avoid Advertising on the Internet?". Journal of Advertising. 33 (4): 89–97. doi:10.1080/00913367.2004.10639175. JSTOR 4189279. S2CID 53486785.)
  5. ^ Seyedghorban, Zahra; Tahernejad, Hossein; Matanda, Margaret Jekanyika (2 January 2016). "Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and Extension". Journal of Advertising. 45 (1): 120–129. doi:10.1080/00913367.2015.1085819. S2CID 146725666.


  1. "The Persuaders," Frontline, PBS, November 9, 2004; OCLC 1056937285
  2. "Research: Clutter rises, Even In Weak Ad Economy: Study: Nearly 1 in 4 Primetime Minutes in 2001," by Keven Downey, article in Media Life (bygone eMagazine), April 5, 2002; OCLC 46765995 (archival access host: Wayback
    Note: The article is a review of "Clutter Watch 2002" (annual survey), Debbie Solomon, senior partner and group research director, Mindshare, April 2001. Mindshare's data used in the survey was culled from Competitive Media Reporting, now owned by the Kantar Group.
  3. "The Real Competition Is Clutter : Marty Neumeier," Humanise The Brand Magazine

Further reading