Messages are more Effective when Repeated

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Messages are more effective when repeated. The placement and the frequency of how often an advertisement is seen greatly effects the influence an advertisment has on consumers.

The effective frequency is the number of times a person must be exposed to an advertising message before a response is made and before exposure is considered wasteful. Some researchers believe that three times a charm, while others believe being exposed to an advertisment seven times makes it effective. When exposed to an advertisement frequently, consumers start believing in the validity of a product. Slogans like “Got milk?” and “Just do it” have both been around for over 20 years and are now imbedded into most Americans minds.

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Product placement is either embedded into shows or movies subtly or out in the open and direct. Marketers have become much more sophisticated in their strategies, even making car companies pay for their brand to be shown in a movie or show. It is hard to calculate the worth of a subtle advertisement because it is complicated to know how much it will effect consumers buying decisions. For example if you looks closely at the Tostitos logo, the two “t’s” and the “i” come together as two people eating dip out of a bowl.

Future Research Question- How do companies measure the amount of success or failure an advertisement brings in?