It has always been tough to get your message through the clutter and understood by the consumer. Twenty-five years ago it was estimated that people were getting exposed to 1500 messages per day. Now it's estimated that this number is approximately 3000-4000 per day. Overload!
(1) Product clutter – too many choices, too many features
(2) Advertising clutter – too many media channels, too many messages
(3) People got fed up and Ti-Vo was invented.
(1) Message clutter continues to grow.
(2) Advertisers are recognizing that TV is no longer the ultimate weapon and are branching out to capture our attention:
– Web ads
– Video game ads
– Cell phone ads
What's going to happen?
(1) Message clutter could reach 5000 per day by 2010…some people will tune out completely.
(2) According to a recent newspaper article, companies are developing packaging with computer chips that could voice activate when a customer lifts it to read the label. Supermarket aisles will become the next communications battle zone.
Get a grip
Advertisers are about to step off the cliff. Unless the industry starts to police itself, the government might step in and regulate how much message expose is safe for our health.
Far fetched? Maybe. But only maybe.