Strategic Relationship Between Advertising Clutter and Polychronic Time Use: A Study of Indian Youth
| Published date | 01 May 2008 |
| DOI | https://doi.org/10.1108/15587890880000407 |
| Pages | 52-60 |
| Date | 01 May 2008 |
| Author | Purva Kansal,Divya Aggarwal |
| Subject Matter | Strategy |
Journal of Asia Business Studies SPRING 2008
52
intrOduCtiOn
strategiC relatiOnship betWeen advertising Clutter and pOlyChrOniC time
use: a study OF indian yOuth
Purva Kansal
Panjab University
Divya Aggarwal
HCL Technologies
abstraCt
As globalization becomes ever more prominent, the role of media and advertising is increasing. Ideally for large multination-
als that have the resources to take advantage of globalization there exists a larger “market” to which products can be sold.
To create and sustain their market, these multinationals companies use aggressive advertising strategies. Television is a
aggressive advertising media for these companies. In India television advertising has been expanding throughout the 1990s. Close
on the heels of multinationals, domestic companies are also using television as a media to reach the Indian masses. As a result,
the number of television commercials is increasing. With this the frequency and time of advertising pods, in a program, are also
increasing. This competition between the program content and advertising pods is known as “clutter”. This advertising clutter and
has led to companies questioning the efficiency of the medium of communication, in terms of reducing the competitive rivalry and
creating a brand impression. This paper aims at understanding this relationship between advertising clutter and multiple activities a
viewer might be involved in i.e. polychronic use of time: as proposed by Kaufman and Lane (1994)). The study concludes that Indian
youth exhibit mental nomadship rather than channel or physical nomadship, at current levels of advertising. Furthermore, channel
nomadship has a significant relationship with the person who has control over the remote and the time for which the television is
being watched. Physical nomadship has a significant relationship with age, gender and education level. Finally, mental nomadship
was related to gender and education level. The study also has important implications for managers.
Keywords: Advertising Clutter, Polychronic time use, Advertising Strategies, Nomadic Behvior, Consumer behavior.
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