PT - JOURNAL ARTICLE AU - Yongick Jeong AU - Hai Tran AU - Xinshu Zhao TI - How Much Is Too Much? AID - 10.2501/JAR-52-1-087-101 DP - 2012 Mar 01 TA - Journal of Advertising Research PG - 87--101 VI - 52 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/52/1/87.short 4100 - http://www.journalofadvertisingresearch.com/content/52/1/87.full SO - J Advert Res2012 Mar 01; 52 AB - This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl. The findings indicate that brands advertised more in the first half and brands that appeared in both halves but shown more in one half than the other were better recognized than those equally promoted in both halves. Meanwhile, advertisements presented in both halves but repeated more in the second half were less favored than those evenly shown in both halves. The results support theories of repetition and primacy effects.