As for teens, the higher the frequency the better. The familiar portion of the advertisement is treated more casually. But unless media’s carefully planned and executed, it may ruin the opportunity to build long-term customer equity. The most important variables in deciding the optimal frequency are an understanding of the customer, rotating different advertisements, and keeping the customer’s attention.
Wearout can also be a hazard, causing negative customer attitudes. For example, which would you rather do, watch a commercial over and over, or read an article over and over? Obviously the stimulation that occurs with entertaining commercials will bring customers back more easily than a newspaper or magazine article. Therefore, the task at hand is finding just the right frequency for a positive response. On the other hand, when an advertisement is run at a high frequency, advertising wearout may occur. When advertisements are run at a low frequency (very few times), they run a risk of going unnoticed.
That’s why it becomes difficult to find the optimal level of exposure. Essentially, most communication works by triggering memories.There’s no finite answer to the question of advertising wearout.To understand why wearout occurs, scientists studied the brain to understand cognitive thinking and responses to these situations.Of course, when considering advertising wearout, we must consider that each situation, product, market, and many other characteristics are always variable factors that can’t be conformed to an advertising mold. Advertising wearout occurs when, at some level of repetition, the customer’s affective response is either no longer positive or shows a significant decline.
Aggressively communicating with your customers doesn’t always lead to poor or deteriorating relationships. When something new or unknown to a customer is presented to the brain for processing it evaluates: a) whether it is new and b) whether it corresponds to prior experience, knowledge and beliefs. To that end, marketers should change portions of advertisements to keep customers interested. There are rewards in reminding the consumer about the attributes of a brand. It’s interpreted as given. Old images or concepts are associated with something in the advertisement, recognizing elements as familiar.
The logic is that by introducing ample variations in advertising executions, the onset of wearout will be delayed. Business-to-business typically requires higher frequency, as well.Overly repetitive messages typically have a negative effect on customer attitudes as they relate to a brand. Each situation must be dealt with differently.
Wearout can also be a hazard, causing negative customer attitudes. For example, which would you rather do, watch a commercial over and over, or read an article over and over? Obviously the stimulation that occurs with entertaining commercials will bring customers back more easily than a newspaper or magazine article. Therefore, the task at hand is finding just the right frequency for a positive response. On the other hand, when an advertisement is run at a high frequency, advertising wearout may occur. When advertisements are run at a low frequency (very few times), they run a risk of going unnoticed.
That’s why it becomes difficult to find the optimal level of exposure. Essentially, most communication works by triggering memories.There’s no finite answer to the question of advertising wearout.To understand why wearout occurs, scientists studied the brain to understand cognitive thinking and responses to these situations.Of course, when considering advertising wearout, we must consider that each situation, product, market, and many other characteristics are always variable factors that can’t be conformed to an advertising mold. Advertising wearout occurs when, at some level of repetition, the customer’s affective response is either no longer positive or shows a significant decline.
Aggressively communicating with your customers doesn’t always lead to poor or deteriorating relationships. When something new or unknown to a customer is presented to the brain for processing it evaluates: a) whether it is new and b) whether it corresponds to prior experience, knowledge and beliefs. To that end, marketers should change portions of advertisements to keep customers interested. There are rewards in reminding the consumer about the attributes of a brand. It’s interpreted as given. Old images or concepts are associated with something in the advertisement, recognizing elements as familiar.
The logic is that by introducing ample variations in advertising executions, the onset of wearout will be delayed. Business-to-business typically requires higher frequency, as well.Overly repetitive messages typically have a negative effect on customer attitudes as they relate to a brand. Each situation must be dealt with differently.
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