Consumers deal with a clutter of messages by selective attention, only paying attention to those ads that have caught the consumers attention and that they are interested in.
Marketers come up with new and extreme ways to grab our attention, unique from their competitors as their way of breaking through the clutter and not clutter where everyone else is already advertising.
The future of advertising is to create a strong customer brand loyalty so that they have a positive experience with the brand and have no desire to stray to another brand to fulfill their needs.
Branding is good for the marketers because if a customer has a strong brand loyalty to one product they are likely to purchase other products from the same brand.
If I am looking for a hair spray and don't know which one to choose, I am most likely to choose the same one as the shampoo and conditioner brand that I already use, because I am happy and satisfied with that brand so I am willing to give them more business in hopes for the same results with the hairspray.
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