According to this theory, the role of advertising is to signal
to the marketplace the advertiser's resilience, longevity,
wealth, clout, and dominance. By splurging money of
advertising, the advertiser actually informs us - the
"eyeballs" - that it is here to stay, sufficiently affluent to
finance its ads, stable, reliable, and dominant.
"If firm X invested a million bucks in advertising - it must
be worth more than a million bucks" - goes the signal. "If it
invested so much money in promoting its products, it is not a
fly-by-night". "If it can throw money at an ad campaign, it is
stable and resilient".
This signal is missing in online advertising. It drowns in
noise. The online noise to signal ratio was unacceptable to
advertisers - so they stopped advertising. When the noise to
signal ratio tops a certain level - ads cease to be effective.
The readers or spectators become inured to the messages - both
explicit and implicit. They tune off.
The noise in online advertising stems from two sources.
A critical element in the signal is lost if the ad is not paid
for.
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