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

Jennifer L. Burton, Jan Gollins, Linda McNeely and Danielle Wallis

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...

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