Can Repeating an Advertisement More Frequently Than the Competition Affect Brand Preference in a Mature Market?

Would regular users of established brands be susceptible to the influence of advertisements that are repeated more than the competition, even if they have heard the advertisements before? The authors conducted an experiment to find out. They paid careful attention to ecological validity and accurate...

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Bibliographic Details
Published in:Journal of marketing 1995-04, Vol.59 (2), p.32-42
Main Authors: D'Souza, Giles, Rao, Ram C.
Format: Article
Language:English
Subjects:
Advertisements
Advertising
Advertising research
Advertising to sales ratios
Attitudes
Brand loyalty
Brand names
Brand preferences
Brands
Competition
Consumer advertising
Consumer behavior
Consumer research
Consumers
Correlation analysis
Effects
Green marketing
Knowledge
Market shares
Marketing
Packaged goods
Product choice
Research methodology
Studies
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Summary:Would regular users of established brands be susceptible to the influence of advertisements that are repeated more than the competition, even if they have heard the advertisements before? The authors conducted an experiment to find out. They paid careful attention to ecological validity and accurate preference measurement, designing an experiment to measure the incremental effect of advertising repetition on awareness, preference shifts, and brand choice. They discuss the results of the experiment in terms of implications for managers, further research on advertising repetition, and theory development.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224299505900203