Science of Repetition
“We never know where the consumer is going to be at any point in time, so we have to find a way to be everywhere.” — Linda Kaplan Thaler, chief executive at the Kaplan Thaler Group, a New York ad agency.
As I have mentioned in my previous blog about the fact that advertisements are everywhere and that we probably see thousands of them daily without realising it. I went through my advertisement collections again to see if I could spot any brand that had their advertisements repeated. I could spot that Pomelo had higher rate of exposure than others. If I did not go back through to see any source of repetition, I would not even realise that the brand was repeating its advertisements.
Repetition is one of the simplest ideas of marketing that has always worked for a long time. It is also known as ‘Effective Frequency’, a marketing term whihc describes the idea that a consumer has to be exposed to an advertisement as many times as possible for it to be effective. Nowadays, repeating advertisements is easier than ever before. This is due to the multi-platforms and channels that ads could be displayed on, it would be easily repeated and still people might just not consciously realise it. Repetition plays a big part in marketing because ads are usually unnoticed but by repeating the ads, it increases the chance of that ad being noticed and eventually, it will always be noticed. This means that it creates ‘Frequency illusion’ which happens when you have just noticed something, it will suddenly pop up everywhere. This implies that repetition creates familiarity and will lead to ‘Mere-exposure effect’ which is when people prefer things that they are most familiar with. Therefore, marketers use repetition of advertisements to create brand familiarity which eventually leads to sales.
It is true that advertisements are everywhere; everywhere we go or where we lay our eyes on, we see advertisements but they are all different brands. We would never see just one brand’s advertisement repeating at the same time same place because marketers know best that if an advertisement is repeated too much, it will create nothing but a negative impact in customer’s mind. For the customers to not be overwhelmed by any advertisements, the marketers will not repeat advertisements too many times and will keep changing the visual elements or champaign to always keep them new. Therefore, the advertisements are always new and the customers will subconsciously become familiar with the brand or the product which is done with the ‘Science of Repetition’.
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