Contrary to popular belief, repetition does not always improve ones 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 doesnt 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."
Sue Toye | EurekAlert!
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