Focus on exposure, Sailence and Familarity

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Focus on exposure, Sailence and Familarity

For most mature brands advertising serves mostly to reinforce rather than create brand preference, in the face of competitive advertising, and that one way of reinforcing it is to have higher frequency of repeat advertising, that use of frequent repetition. Familiar and known objects are evaluated more highly than are unknown objects with associated uncertainty.

Carry Over Effect of Advertising

Relative effect of Older, more repeated advertisement

(A) represents comparison to new competitor Ad

(B) represents negatively accelerated attitude delay

This model shows that there is a carryover effect of Advertising. Note, the repeated exposure has a better result as compared to a single long ad.

Exposure and Familiarity Model

Exposure and Familiarity model explains that those advertisements that have little information but are repetitive and are effective enough to change the consumers perception, beliefs, attitude towards a product or a service can help develop preference in audience.

Feeling of uncertainty is associated with products that are not known to consumers and can create tension in consumers where, a familiar ground is relaxing and gives some sense of security and ease etc. We acquire tastes for things over time and repeated exposure. Several aspects of advertisements can create positive or negative feelings among the audience at an sub conscious level. The importance of repeated exposure is to increase repetitive buy amongst existing customers rather than to attract new ones. In case of evolved brands the idea is to reinforce brand preference that to develop brand preference through repeated advertising.

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