Psychological noise

A barrier to message reception (i.e. competing advertising messages or distracting thoughts). A viewer faced with the clutter of successive commercials during a TV program break may actually receive and retain almost nothing of what he has seen. There are various strategies that marketers’ use to overcome psychological noise. However, the most effective way to ensure that a promotional message stands out and received and decoded appropriately by the target audience is through effective positioning and unique selling proposition.