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The Money-Waster That Marketing Ignores

Matthew Creamer Discusses Clutter's Drain on Ad Effectiveness

By Published on .

NEW YORK (AdAge.com) -- Clutter, the rising blizzard of commercial messages sweeping through TV shows and other traditional and nontraditional communications channels, has become a blinding, deafening force heavily cutting into the overall effectiveness of advertising. Yet, little is being done to quantify the massive financial drain of clutter on marketing campaigns or organize a practical solution to the problem. In this interview, Advertising Age editor-at-large Matthew Creamer paints a bleak picture of an industry apparently determined to ignore what may be its largest single money-waster.

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