Awareness of television advertising congestion by the Algerian consumer


  • Khadidja Imene TABET AOUL


encombrement, publicity, perception, consommator


This paper aims to highlight the term advertising crowding, and link it to consumer perception, and our study was conducted in Algeria, at the level of the city of Tlemcen, on a sample
Of the 406 individuals aged between 15 and 69, of whom 202 were women, 204 were men, 275 were academics, and 131 were non-academics. The descriptive analysis allowed us to conclude that
The level of advertising crowding in the Algerian context is seen as high by the consumer, especially for the coffee sector, where crowding is mainly related to the degree of excess
A to repeat. The length of the ads.


Aaker et all. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of Consumer Research 12.4 , pp. 365-381.

Alden et all. (2000). Warmth in advertising: Measurement, impact, and sequence effects. Journal of Advertising 29.2 , pp. 1-15.

Blanc et Brigaud. (2013). Pourquoi ne pas rire de ce qui nous fait peur . L'humour une strategie efficace pour communiquer en santé publique (Paul Vallery Montpelier3) .

Cho et Cheon. (2004). Why Do People Avoid Advertising on the Internet? . Journal of Advertising 33 , pp. 89-97.

Costa et McCraae. (1989). the NEO-PI /NEO-FFI manual supplement.Odessa, FL. psychological Assessment Ressources .

Elliot et Speck. (1998, Janu_Feb). Consumer perceptions of advertising clutter and its impact across various media. Jouranl of Advertising Research 38.1 , pp. 29-41.

Forabosco. (1992). Cognitive aspects of the humor process: The concept of incongruity. Humor. International Journal of Humor Research 5 , pp. 45-68.

Frazer et McMillian. (1999). Sophistication on the World Wide Web: evaluating structure, function and commercial goals of Web sites. Advertising in the World Wide Web mahwah NJ , pp. 119-135.

Ha. (1996). Advertising Clutter in Consumer Magazines:Dmimensions and Effects. Journal of advertising research , pp. 76-84.

Ha et litman. (1997). advertising clutter have diminishing and negative returns? Journal of Advertising , pp. 31-42.

Ha et McCann. (2008, janury). An integrated model of advertising clutter in offline and online media. Journal of Advertising .

Hebert et Rotfeld . (2006). Anderstanding advertising clutter . ournal of Consuler Research 23.6 , pp. 180-181.

James et Kover. (1992). Observations: do overall attitudes toward advertising affect involvement with specific advertisements? Journal Of Advertising Research 32 , pp. 78-83.

Li et all. (2002). Measuring the intrusiveness of advertisements: scale development and validation. Jouurnal of Advertising 31.2 , pp. 37-47.

Mandese. (1992, May). Advertisers talk tough of clutter. Vow to Hold back Dollars from Net Advertising Age .

McInnis et Jaworski. (1989, october). Information processing from advertisements : toward an integrative framework. Journal of Marketing 53 , pp. 1-23.

Meyrs et Tybout. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research 16 , pp. 39-54.

Mooij, D. (2013). On the misuse and misinterpretation of dimensions of national culture. International marketing Reviw vol 30 N°3 , pp. 153-261.

Mord et Gilson. (1985). Shorter units:risk-responsibility-reward. Journal of Advertising Research , pp. 9-19.

Pieters et Bijmot. (1997). Consumer memory for television advertising: a field study of duration, serial position, and competition. Journal of Consumer Research , pp. 362-372.

Pillai. (1990). Impact of clutter on viewership and recall: an Indian experiment. Journal of Market Research Society , pp. 187-196.

Ray et Webb. (1986). Three prescriptions for clutter. Journal of Advertising Research 26.1 , pp. 69-77.

Riebes et Dawes. (2006). Recall of radio advertising in low and high advertising clutter formats. Journal of Advertising 25.1 , pp. 71-86.

Rodgers et Thorson. (2000). The Interactive Advertising Model: How People Perceive and Process Interactive Ads. Journal of Interactive Advertising vol1.issue1 , pp. 41-60.

Speak et Eliot. (1997b). The Antecedents and Concequences of Perceived Advertising Clutter. Journal of Current Issues Research in Adversiting N°19 , pp. 39-54.

Speak et Elliot . (1997a). Predictots of Advertising Avoidance in Print and Broadcast Media. Journal of Advertising N°26.3 , pp. 61-76.

Subramanian. (2015, Juin). Advertising Clutter and Consumer Apathy. international research journal of management and commerce, vol 2, issue 6 , p. 64.

Touati et Bouchrara. (2016). Les Manifestations de resistance a la publicite . Unit of Research & Applications in Marketing (URAM) , pp. 3-12.

Webb et Ray. (1979). Effects of TV clutter. Journal of Advertising Research , pp. 7-12.

Zhao. (1997). Clutter ans serial order redefinded and retested . Journal of Advertising Research 37 , pp. 57-74



How to Cite

TABET AOUL, K. I. (2022). Awareness of television advertising congestion by the Algerian consumer. Revue d’Economie Et De Management, 19(2 Special), 221–235. Retrieved from