Advertising Clutter
Advertising or Marketing clutter refers to the large volume of advertisements or communication messages that a consumer is exposed to on a daily basis. This also refers to the range of advertisements that on a typical day, the average person will see or hear hundreds, if not thousands, of commercials across TV, billboards, print, radio, and digital.
Advertisement clutter creates major obstacles for attaining consumer’s attention, as an ad is only effective if it is seen. However, the environment where the ad is viewed is equally relevant. In traditional advertising, anything goes, and therefore, ads cover each and every inch of our world. Whether during our commute to work in a subway or in the car or the bike.
Lets me ask you something? How many advertisements can we recall from all the media mentioned above? May be NONE or VERY FEW.
So, the net result is that even after spending huge amount of money on advertisements and that too on different platforms, the return we get is not as expected.
Therefore requirement is to make the communication so strong that the objective for it is achieved, and if it is met, then it is deemed to be successful, or else it is not.
In the digital age we are living in, it’s almost impossible to “disconnect.” Whether at work, relaxing at home, or out socializing with friends, it’s extremely rare to be without at least one screen: our mobile phone. The constant attack of media is unpleasant for the consumer and ineffective for the marketer.
So how can advertisers get a message across within an environment that is appropriate and free of clutter?
To Re-Focus on the consumer- As a marketer you will be lucky if your a viewer gives your advertisement his time. If that happens then at least subconsciously it could be appreciated and remembered, for this to happen the ad should be clean, clear and direct.
Quality is better than Quantity- If we consider the quality and increasing the value that is delivered of the ad and reducing the number of ad that is being made and communicated will impact for the attention of the user, and as a marketer we wont have to fight for the user to notice our ad.
One other way to make it successful is to show the advertisement at different platforms for a more that 3 to 4 times, but the quality of the ad should be better that that of others because if the person does not notices the ad on the TELEVISION ,he may get to see that on YOUTUBE, so ultimately objective is met. The whole purpose is to reach our target audience in either of the way.
This is where The Integrated Marketing comes and it is all about to remember the tools (MARCOM TOOLS) such as Advertisements, Sales Promotion, Public Relation(PR), Direct Mail, and even Sponsorships, which are used for the communication, by all the departments of the company, because the synchronization between the communication of all the different departments such as Finance, Accounts, Human Resource(HR) will lead to maximum impact and minimal cost to the company as the objective will be met.
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