Repetitive Advertising and the Consumer

Andrew Ehrenberg

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

Repetitive Advertising and the Consumer

Andrew S. C. Ehrenberg

INTRODUCTION

Advertising is in an odd position. Its extreme protagonists claim it has extraordinary powers and its severest critics believe them. Advertising is often effective. But it is no

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