Annoyance factor

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This article is about an advertising term. For the broader subject, see Annoyance.

An annoyance factor (or nuisance or irritation factor

behavioral sciences, have different meanings, in casual vernacular, they have been used interchangeably as synonymous. A more general or umbrella term
would simply be advertising annoyance.

History

Comment on advertising in 1850 associated some practices (disparagingly) with begging.[1]

Measuring annoyance factors

The discipline of identifying and measuring annoyance in

information revolution about 1992) many fields related to information technology
and engineering.

Generally, annoyance from an ad can be identified in three areas:[v][iii][vi]

  1. content
  2. execution
  3. placement

Annoyance in ad production and placement

Setting aside advances in technology, the interdisciplinary fields involved in production phases of broadcast media (including digital online) that deal with advertising annoyance – including film (videography), music, art, design, and copy – have remained relatively similar since the dawn of broadcasting.[citation needed]

Applications

An annoyance stimulus can be (a) a desired marketing strategy or (b) an unavoidable, albeit

Pavlovian, triggering salivation or shrieking – sometimes both at once." In the same article, the New York Times asserted that "it is the textbook embodiment of an earworm: once heard, never forgotten."[3][4]

Generally, broadcast and streaming advertising is annoying. Exceptions might include

consumer product companies and the research behind it, sophisticated.[5]

Annoyance stimuli – visual or auditory or perceptual – can be in any combination of loudness, repetition, length ... On

robocalls), the internet – including email, and mobile devices
, e.g.:

... also direct-to-consumer ads (especially pharmaceuticals), call to action marketing, and false ads.[x]

The annoyance stimuli of some ad campaigns might be so subtle that, initially, it is unnoticeable, but over time, highly noticeable. For instance,

binge-watched, even if annoyed, might still choose Folgers, if for no other reason, because the name is etched in their minds (an effective weight strategy). Although interruptions are annoying – whether high-frequency or long run-slots – the disruptions caused by the interruptions are most often intentional efforts to redirect the attention of viewers with the aim of sharpening their focus.[7] Primetime
TV (as of 2019) has breaks that run back-to-back 30-second ads for as long as 6-minute intervals.

Annoyance factor thresholds

When advertisers intentionally use annoyance stimuli, they strive to know annoyance thresholds (compare to

rising action or climax or conclusion or in the midst of suspense – leaving viewers hanging. It doesn't significantly deter channel surfing, but it does lure surfers back. Strategic timing, however, is not commonly deployed in internet broadcasts. For example, a YouTube re-broadcast of CNN news might simply insert ad interruptions in random spots. Another way that major TV networks attempt to mitigate viewer drift from surfing is to synchronize ad-breaks with those of other networks so that their respective ads run at the same time; when a viewer switches to another channel during a commercial break, they will be switching to another advertisement. In some situations, the same sponsor
will air an ad simultaneously on one or more of the other channels.

Advertising in premium venues or platforms (where consumers have already paid) –

movie theaters, cable TV, satellite radio – are routine and generally accepted. Any associated annoyance factors, even perceptions of bait-and-switch, are dismissed by consumers as negative albeit long-standing unavoidable economic realities of the respective industries.[8]

Email spam, universally accepted as an annoyance factor threshold breach,[c] can be effective from a statistical perspective. However, since 1998, when unsolicited political bulk email first became widespread, legal analyst Seth Grossman pointed out (in 2004) that state and federal governments increasingly have regulated unsolicited commercial email, but political spam had almost uniformly been exempted. Grossman averred that politicians apparently did not feel a need to regulate political spam, their argument being that they would never use spam, due to the annoyance factor.[xi]

Challenges of minimizing avoidance of longer ads

For DVR-TiVo users, studies have shown that short ads, 5 seconds, are more effective than 30-second (and longer) ads – due to the annoyance factor of longer ads. The problem, however, is whether programmers can sell 5-second ads instead of 30-second (and longer) ads, with similar pricing – especially considering the challenge of consistently producing effective 5-second ads.[9][xii][xiii]

Annoyance factors that influence ad avoidance

Annoying albeit effective ads

Some ads are deliberately annoying. Some are cute or funny, but, for some, wear thin over time. "Memorable, but not always effective"[10]

North America

Mascots
Jingles
(audio via YouTube)
Phrases
  • "
    Life Alert

Exhibit of an annoyance factor analysis table

Factor analysis of perceptual items and attitude measures in online advertising:

Academicians Kelli S. Burns, PhD, and Richard J. Lutz, PhD, surveyed online users in 2002. In doing so, they chose six

large rectangles, and (vi) interstitials
.

To develop perceptual factors, ratings of the 15 perceptual items for all six on-line ad formats were run through principal components analysis with varimax rotation. The authors inferred – from a scree plot – a possible three-factor solution. The first three factors accounted for over 68% of the total variance. The remaining 12 reflected no more than 5% of the variance, each. The first of the seven tables in their paper, Table 1 (below), shows the loadings of the factors generated through principal component extraction and varimax rotation.[ix]

Table 1
Summary of Factor Loadings for the Rotated Three-Factor Solution for Perceptual Items
   Perception Factor scores
Factor I
entertainment 		Factor II
annoyance 		Factor III
information
1)      Innovative 0.81 (0.01) 0.07
2)      Different 0.75 (0.01) (0.06)
3)      Entertaining 0.75 (0.27) 0.14
4)      Sophisticated 0.72 (0.07) 0.22
5)      Amusing 0.71 (0.34) 0.11
6)      Elaborate 0.70 0.24 0.17
7)      Eye-catching 0.70 0.24 0.17
8)      Attractive 0.64 (0.37) 0.32
9)      Disruptive (0.04) 0.89 (0.21)
10)      Intrusive 0.06 0.87 (0.14)
11)      Overbearing (0.03) 0.86 (0.23)
12)      Annoying (0.12) 0.85 (0.25)
13)      Informative 0.08 (0.23) 0.84
14)      Useful 0.29 (0.37) 0.74
15)      Beneficial 0.35 (0.45) 0.65
          (2002)     Green boldface data indicate items loading on each factor

Performing arts analogy

Using annoyances as disruptive devices in advertising to help messages

African American communities, known as "America's Black Wall Street."[11][12][13]

See also

The following subjects may address certain aspects or fall within the scope of annoyance dynamics.

General
Broadcast
TV-online hybrid
Illicit, malicious, or misleading
Internet and mobile
Psychology
Research and criticism

Notes and references

Notes

  1. ^ a b While the phrase "irritation" ("factor" or "effect") in advertising is synonymous with "annoyance" ("factor" or "effect"), it is more frequently used in medical and pharmaceutical contexts.
  2. OCLC 968303787
    )
  3. Pew Internet and American Life Project
    , October 22, 2003)

References

  1. ^ Quackenbos, George Payn, ed. (July 13, 1850). "Newspaper Leeches – Advertising". The Literary American. Vol. 5, no. 2. New York: A.J. Townsend. p. 28. Retrieved June 12, 2020 – via Google Books.
    Advertisements and epitaphs would furnish ample material for a new volume on the curiosities of literature, and we have no doubt that some D'Israeli will find this a profitable subject for a new work. This would give a new impulse to the business of 'begging advertisements,' and thus prove quite a windfall to these leeches and those who like the blood they extract from the public.
  2. Playa Vista, California
    ) February 4, 2016
  3. ^
    New York Times
    , April 27, 2016
  4. ISBN 978-0-19-991365-7
    .
  5. TimesMachine. (permalink. {{cite book}}: |work= ignored (help
    ))
  6. EBSCOhost 96048559
    .
  7. ^ "How VR Could Change Advertising Forever," by Samuel Huber, Medium, December 1, 2017 (retrieved November 18, 2019)
  8. ^ "Advantages & Disadvantages of Advertising in Cinemas," by M.T. Wroblewski, Houston Chronicle (online), updated October 30, 2018
  9. ^ "Advertising Trends: 5 Second Ads," by Robyn Tippins (née Robyn V. Green; born 1975), AllBusiness.com (no date) (retrieved November 14, 2019)
    Note: Tippins' article reviews a graph by ClickZ, a digital marketing company founded in 1997
  10. Omaha
    ), March 7, 2012 (retrieved November 15, 2019)
  11. ^ "Donald Byrd's Theory of Disruption" (Richard Hake interviews Donald Byrd; audio and transcript), WNYC News (New York), December 6, 2019
  12. ^ "Donald Byrd 1949–," by Robert R. Jacobson, encyclopedia.com (retrieved December 12, 2019)
  13. ProQuest 2319140382
    (U.S. Newsstream).

Academic and/or peer reviewed references

  1. ^
    Stern School of Business
    Param Vir Singh, PhD, Tepper School of Business
    Vilma Todri, PhD, Department of Information Systems and Operations Management, Emory University
Thirty-Eighth International Conference on Information Systems
, South Korea (2017)
  • S2CID 202347500
    .
  • ^
    OCLC 868983437, 1071064096
  • ISSN 0022-2429
  • ^ Oosterwechel, J. (19 February 2018). The relationship between advertising preference accuracy and consumer engagement in social media advertising (Thesis).
  • JSTOR 1251564
    .
  • ISSN 0093-5301
  • ISBNs 978-1-138-65442-6 (hardcover), 978-1-138-65445-7 (paperback), 978-1-315-62325-2 (ebook), 978-1-317-22545-4,978-1-317-22546-1, 1-3156-2325-0, 1-3172-2545-7, 1-3172-2546-5
  • ^
    S2CID 143825277
    .
  • ^ "Intrusiveness of Online Video Advertising and its Effects on Marketing Outcomes" (research-in-progress), by Kendall Phillip Goodrich, PhD, Shu Schiller, PhD, Dennis Galletta, PhD, Thirty Second International Conference on Information Systems, Shanghai 2011
  • JSTOR 24116738
    .
  • S2CID 53486785
    .
  • ISSN 0091-3367
  • ^ a b "Physical and Mechanical Avoidance of Television Commercials: An Exploratory Study of Zipping, Zapping and Leaving," by Avery M. Abernethy, Proceedings of the American Academy of Advertising (1991); 223–231
  • doi:10.1080/08838159109364119
    .
    • Retrieved from "https://en.wikipedia.org/w/index.php?title=Annoyance_factor&oldid=1214401562"