We see a huge number of ads and messages per day- on TV, over the radio, and of course online. Clutter can be described as commercials and other messages that compete for our attentions. Advertisers are concerned about clutter because the more ads and non-program messages there are on TV-or anywhere else we are viewing content- the less attention viewers will pay attention to any given message. 

 

1. Come up with two examples where the issue of clutter is disrupting the effective Advertising message that the company is trying to present. Use two different examples from different forms of media.
2. How can advertisers grab the attention of consumers when there are so many competing advertisements they are being exposed to? 

An example where the issue of clutter is disrupting the effective Advertising message that the company is trying to present is in the use of mailers and handouts to orient the target market of new products in the market (Rodgers & Thorson, 2017). Companies also use direct mail postcards, letters, brochures, pamphlets, leaflets and fliers top target their customers. Typical homeowners get multiple direct mail pieces in their mailboxes each day. When customers receive numerous pamphlets trying to get them to buy properties, they are likely to lose interests especially when there are huge risks.

Online advertisements that are inform of box ads, widgets, text link ads and pop-up ads can confuse the target audience into thinking that they are spam and irrelevant information that should not be considered. When online users encounter auto-click advertisement links with the same messages, they get distorted impression that ads are not intended for them.

Advertisers can grab the attention of the consumers by using advertisements that immediately create positive emotional feelings such as joy. Emotions such as Surprise and joy effectively concentrate attention and retain viewers (Rodgers & Thorson, 2017). Creating one of these emotions while advertising immediately will help keep viewer attention; it is most effective to create a sense of surprise, which is then quickly followed by joy. These emotions help the customer consume the target message and understand why they should consider the product.