Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Ad repetition may confuse consumers

18.09.2002


Contrary to popular belief, repetition does not always improve one’s memory for brand claims



Everybody remembers the pink bunny promoting batteries that keep going and going but is it Energizer or Duracell?

Contrary to popular belief in marketing, repetition in advertising does not always improve consumers’ memory for brand claims, says a U of T study. "Consumers often do not absorb the information from ads, so repeating the ads doesn’t necessarily lead to better memory of that product and its slogan," says Sharmistha Law, a marketing professor at U of T at Scarborough and the Rotman School of Management. "Instead, it can cause consumers to confuse a brand with its competitors."


In her study, Law examined students’ abilities to remember slogans and match slogans to products. On computer screens, two groups of students viewed 20 ads with real product names but fictitious slogans. Ten ads appeared once; another 10 appeared three times. One group saw the entire product name and slogan on screen; the second group initially saw only the first letter of the product - for example, the "U" in UPS - followed later by the entire product name and slogan. (The purpose of the second group was to mentally engage the students to enhance their memories.)

Law found that ad repetition was actually a disadvantage for students in the first group - 50 per cent incorrectly matched products and slogans of those ads viewed three times compared to 38 per cent of incorrect matches for those ads viewed only once. In the second group, however, only 35 per cent made incorrect matches for ads viewed repeatedly, suggesting viewers are better able to remember product names if they are mentally engaged with the material.

The study, published in the Journal of Marketing Research, was funded by the Social Sciences and Humanities Research Council of Canada.

Sue Toye is a news services officer with the Department of Public Affairs.

CONTACT:

Professor Sharmistha Law, Rotman School of Management and U of T at Scarborough management, ph: (416) 946-8592, (416) 287-7320; email: law@rotman.utoronto.ca

U of T Public Affairs, ph: (416) 978-4289; email: sue.toye@utoronto.ca

Sue Toye | EurekAlert!

More articles from Studies and Analyses:

nachricht Real-time feedback helps save energy and water
08.02.2017 | Otto-Friedrich-Universität Bamberg

nachricht The Great Unknown: Risk-Taking Behavior in Adolescents
19.01.2017 | Max-Planck-Institut für Bildungsforschung

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Breakthrough with a chain of gold atoms

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

Im Focus: DNA repair: a new letter in the cell alphabet

Results reveal how discoveries may be hidden in scientific “blind spots”

Cells need to repair damaged DNA in our genes to prevent the development of cancer and other diseases. Our cells therefore activate and send “repair-proteins”...

Im Focus: Dresdner scientists print tomorrow’s world

The Fraunhofer IWS Dresden and Technische Universität Dresden inaugurated their jointly operated Center for Additive Manufacturing Dresden (AMCD) with a festive ceremony on February 7, 2017. Scientists from various disciplines perform research on materials, additive manufacturing processes and innovative technologies, which build up components in a layer by layer process. This technology opens up new horizons for component design and combinations of functions. For example during fabrication, electrical conductors and sensors are already able to be additively manufactured into components. They provide information about stress conditions of a product during operation.

The 3D-printing technology, or additive manufacturing as it is often called, has long made the step out of scientific research laboratories into industrial...

Im Focus: Mimicking nature's cellular architectures via 3-D printing

Research offers new level of control over the structure of 3-D printed materials

Nature does amazing things with limited design materials. Grass, for example, can support its own weight, resist strong wind loads, and recover after being...

Im Focus: Three Magnetic States for Each Hole

Nanometer-scale magnetic perforated grids could create new possibilities for computing. Together with international colleagues, scientists from the Helmholtz Zentrum Dresden-Rossendorf (HZDR) have shown how a cobalt grid can be reliably programmed at room temperature. In addition they discovered that for every hole ("antidot") three magnetic states can be configured. The results have been published in the journal "Scientific Reports".

Physicist Dr. Rantej Bali from the HZDR, together with scientists from Singapore and Australia, designed a special grid structure in a thin layer of cobalt in...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Booth and panel discussion – The Lindau Nobel Laureate Meetings at the AAAS 2017 Annual Meeting

13.02.2017 | Event News

Complex Loading versus Hidden Reserves

10.02.2017 | Event News

International Conference on Crystal Growth in Freiburg

09.02.2017 | Event News

 
Latest News

Biocompatible 3-D tracking system has potential to improve robot-assisted surgery

17.02.2017 | Medical Engineering

Real-time MRI analysis powered by supercomputers

17.02.2017 | Medical Engineering

Antibiotic effective against drug-resistant bacteria in pediatric skin infections

17.02.2017 | Health and Medicine

VideoLinks
B2B-VideoLinks
More VideoLinks >>>