Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising
Abstract
This study uses meta-analytic techniques to examine the number of exposures that maximize consumer response to an ad. The results show that in an experimental setting maximum attitude is reached at approximately ten exposures, while recall increases linearly and does not level off before the eighth exposure. The findings are of interest for two opposing schools of thought in the advertising literature on effective frequency. They support the repetitionists’ beliefs over the minimalists’ beliefs on the number of ad exposures needed for maximum consumer response. The study further investigates whether the repetition effects depend on contingent factors. Low involvement and spaced exposures enhance repetition effects on attitude toward the brand. Embedded advertising and massed exposures enhance the repetition effects on recall. Repetition effects decay over time for both attitude toward the brand and recall. The study provides important implications for researchers by contributing to the discussion on effective frequency and providing support for the repetitionists’ view. This view has implications for practitioners who try to optimize advertising frequency.
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Multiple exposures of the same brand might be necessary to affect attitudes.
“Multiple exposures of the same brand might be necessary to affect attitudes (Schmidt and Eisend 2015;Segijn and Voorveld 2021).”
From The Role of Perceived Surveillance and Privacy Cynicism in Effects of Multiple Synced Advertising Exposures on Brand Attitude (2024) · cites this paper as Schmidt and Eisend 2015
Excessive content sharing might lead to boredom and user fatigue.
“Firstly, it might lead to boredom and user fatigue as opportunities for users to learn or entertain from the sharer's content diminish [110,111].”
From What Influences Users’ Intention to Share Works in Designer-Driven User-Generated Content Communities? A Study Based on Self-Determination Theory (2023) · cites this paper as [110]
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- Eisend, Martin (2014), “How Effective Is Advertising? A Meta-Meta-Analysis of Effect Sizes in Advertising Research,” Proceedings of the 13th International Conference on Research in Advertising, Amsterdam, the Netherlands.
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“Thus, any differences found could be described to whether the TV show was synced to the mobile ad rather than to brand or ad exposure differences, (repetition) which could drive attitudinal advertising effects (Schmidt and Eisend 2015).”
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- Authors
- Schmidt, S., & Eisend, M.
- Affiliations
- TU Dortmund University (DE)
- European University Viadrina (DE)
- Corresponding author
- Schmidt, Susanne
- ORCID
- Eisend, Martin
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2015-03-25
- Volume
- 44
- Issue
- 4
- Pages
- 415-428
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W1997972528
- Semantic Scholar
- 0efb27ff9c4d863d7cb484162d652806e34ebeb7
- Cited by
- 308
- References
- 63
- Citations by year
- 2026: 36 · 2025: 39 · 2024: 33 · 2023: 31 · 2022: 34 · 2021: 27 · 2020: 43 · 2019: 29 · 2018: 23 · 2017: 10 · 2016: 3
- FWCI
- 3.63
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Advertising (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Keywords
- advertising repetition, effective frequency, advertising exposure, brand attitude, memory retrieval, repetition effects, embedded advertising
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