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 Obstructing the ‘inner eye’
07.07.2017 | Friedrich-Schiller-Universität Jena

nachricht Drone vs. truck deliveries: Which create less carbon pollution?
31.05.2017 | University of Washington

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: Manipulating Electron Spins Without Loss of Information

Physicists have developed a new technique that uses electrical voltages to control the electron spin on a chip. The newly-developed method provides protection from spin decay, meaning that the contained information can be maintained and transmitted over comparatively large distances, as has been demonstrated by a team from the University of Basel’s Department of Physics and the Swiss Nanoscience Institute. The results have been published in Physical Review X.

For several years, researchers have been trying to use the spin of an electron to store and transmit information. The spin of each electron is always coupled...

Im Focus: The proton precisely weighted

What is the mass of a proton? Scientists from Germany and Japan successfully did an important step towards the most exact knowledge of this fundamental constant. By means of precision measurements on a single proton, they could improve the precision by a factor of three and also correct the existing value.

To determine the mass of a single proton still more accurate – a group of physicists led by Klaus Blaum and Sven Sturm of the Max Planck Institute for Nuclear...

Im Focus: On the way to a biological alternative

A bacterial enzyme enables reactions that open up alternatives to key industrial chemical processes

The research team of Prof. Dr. Oliver Einsle at the University of Freiburg's Institute of Biochemistry has long been exploring the functioning of nitrogenase....

Im Focus: The 1 trillion tonne iceberg

Larsen C Ice Shelf rift finally breaks through

A one trillion tonne iceberg - one of the biggest ever recorded -- has calved away from the Larsen C Ice Shelf in Antarctica, after a rift in the ice,...

Im Focus: Laser-cooled ions contribute to better understanding of friction

Physics supports biology: Researchers from PTB have developed a model system to investigate friction phenomena with atomic precision

Friction: what you want from car brakes, otherwise rather a nuisance. In any case, it is useful to know as precisely as possible how friction phenomena arise –...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Closing the Sustainability Circle: Protection of Food with Biobased Materials

21.07.2017 | Event News

»We are bringing Additive Manufacturing to SMEs«

19.07.2017 | Event News

The technology with a feel for feelings

12.07.2017 | Event News

 
Latest News

NASA looks to solar eclipse to help understand Earth's energy system

21.07.2017 | Earth Sciences

Stanford researchers develop a new type of soft, growing robot

21.07.2017 | Power and Electrical Engineering

Vortex photons from electrons in circular motion

21.07.2017 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>