RT Journal Article
SR Electronic
T1 How Much Is Too Much?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 87
OP 101
DO 10.2501/JAR-52-1-087-101
VO 52
IS 1
A1 Yongick Jeong
A1 Hai Tran
A1 Xinshu Zhao
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/1/87.abstract
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.