Advertising repetition: How it impacts emotions, cognitions and ultimately increases purchase intention

Examines the link between advertising repetition and consumers’ purchase intentions, calling into question current advertising practices that suggest that anything more than 10 exposures is excessive.

Frequency: How much is too much?

This article is part of a series of articles on frequency. Read more.

Need to know

  • Contrary to dated research that did not account for media proliferation in society today, media planners should strive for an average frequency of greater than 10 to maximize purchase intentions.
  • When targeting consumers who have seen an advertisement two or fewer times, advertisers should use an emotional approach to capture consumers' attention and trigger the problem-recognition phase of the purchase-decision process.
  • Consumers who have seen an advertisement three to 10 times are persuaded most by cognitive...

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