The Growth of Advertising Clutter
In the good old days, the family would obediently gather around the TV set when the clock struck eight to watch a show they'd looked forward to all week. In those days, a phone was just a phone and mobile media was called a magazine. Now though, there are over 9,000 magazines and 8 billion pages indexed by Google, not to mention the explosion of TV and radio stations, mobile phones, podcasting, Bluetooth, email marketing and other innovations which make it possible for advertisers to reach consumers at just about any moment of the day.
All this means that the average person now sees over 3000 advertising messages a day but despite this, adverting can still work. Consumers do want to know about products and services if they are relevant and interesting to them and this is where media can come in – acting as a filter to create relevance.
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