Dictionary of Marketing Terms: intrusiveness
intrusiveness
level at which advertising becomes an irritation to the consumer and thus begins to have negative impact. This phenomenon is particularly noticeable in television advertising, where the repetition of commercials can become an intrusion into people's homes. The number of repetitions needed to change advertising acceptance into consumer irritation is not easily discernible and depends on many factors, such as consumer brand preference, the similarity to competitive advertising, the intensity of the advertising campaign, and the entertainment value of the advertising.
