Clutter (advertising)

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Billboard clutter

Advertising or marketing clutter refers to the large volume of advertising messages that the average consumer is exposed to on a daily basis. This phenomenon results from a marketplace that is overcrowded with products leading to huge competition for customers.

Marketing clutter is a major problem for marketers and advertisers, as it is becoming increasingly difficult to be noticed using conventional mass-media. This intense competition has led to the emergence of more innovative methods of promoting businesses such as guerrilla marketing, viral marketing and experiential marketing.