The Spacing Effects of Multiple Exposures on Memory: Implications for Advertising Scheduling

Alan G. Sawyer, Hayden Noel, and Chris Janiszewski

The “spacing effect” refers to the fact that longer intervals between exposures (such as successive presentations of online pop-ups) result in better learning than shorter intervals.

The Spacing Effects of Multiple Exposures on Memory: Implications for Advertising Scheduling

Alan G. Sawyer and Chris JaniszewskiUniversity of Florida

Hayden NoelUniversity of Illinois

INTRODUCTION

The effect of repetition and how to best schedule advertising have been the focus of research for decades. For the new media, such questions are no less relevant. Too little is known about the factors that make repeated exposures more or less effective in terms of learning. Our research analyzed the results of many laboratory experiments in verbal learning and marketing about an undisputed phenomenon, the “spacing effect.” This term refers...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands