When it comes to effective advertising, the simpler the marketing strategy, the better. Advancements in technology have led to many advertisers marketing their products with such creative techniques that their target audiences are being bombarded with an audio/visual/selection overload; it's more than than the average consumer can process. The average person views (purposefully and unknowingly) approximately 5,000 advertising messages a day (www.cbsnews.com). .
Market competition is also a factor in overwhelming and confusing consumers with such a wide variety of options to choose from in nearly every product category. One example of excessive choices is the number of toothpaste options. At any given time, there are ten different types of Crest. The consumer can choose from traditional Crest, Crest Complete, Tartar Control Crest, Crest with Breath Strips, Crest with Breath Strips and improved Tooth Whitening, etc. These options are confusing, but besides the Crest offerings, the customer has a selection of dozens of other brands and brand options to choose from. Again - a confusing and frustrating selection overload. In marketing this is called clutter. Clutter is a roadblock in the communication process. Marketers have the difficult task of trying to cut through the clutter in order to get their message delivered clearly and effectively to the consumer. Consumers already deal with enough complications through out their daily lives. Marketers need to cater to these needs by making the marketing message, and the decision making process simple for the consumers. .
Advertisements have been majorly impacted recently with new innovative products and services for Television. The average American watches 31 hours of television a week, which would seem very pleasing to marketers that put their advertisements on television. The only problem is that television viewers are no longer forced to watch commercials.
