For Interactive Marketing Professionals

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	November 27, 2006 Consumers Love To Hate Advertising Clutter, Interruption, And Irrelevance Spur Ad Avoidance by Peter Kim with Elana Anderson, Julie M. Katz, Jennifer Joseph, Tenley McHarg

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Executive Summary

Since 2004, consumer attitudes toward advertising have improved, offering hope to marketers, publishers, and media agencies. However, sentiment remains negative overall, and more consumers have put their dissatisfaction into action by taking steps to block ads. Consumers cite clutter, interruption, and irrelevance as the key reasons for their frustration. It's high time for marketers to improve ROI by launching technology-supported campaigns that will improve targeting and reduce spending waste.

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