TY - JOUR T1 - How Much Is Too Much? JF - Journal of Advertising Research JO - J Advert Res SP - 87 LP - 101 DO - 10.2501/JAR-52-1-087-101 VL - 52 IS - 1 AU - Yongick Jeong AU - Hai Tran AU - Xinshu Zhao Y1 - 2012/03/01 UR - http://www.journalofadvertisingresearch.com/content/52/1/87.abstract N2 - 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. ER -