Interesting Results
Repeating Brand Messages in a Competitive Advertising Environment
Advertisers often rely on repetition to try to reduce consumer confusion in cluttered advertising environments. However, new research has shown that repetition of brand messages in situations in which people are also exposed to similar competitive advertising messages over a short span of time may make people more, rather than less, confused. In a series of three experiments, the author found that when the frequency with which advertisements were shown increased from one to three, there was an increase in accuracy of recall of the general content of the messages used; however there was also a reduction in the accuracy of advertiser identification.