Ad exposure

Marilyn Jones (mjones_at_pcmail.bond.edu.au)
Thu, 25 Jul 96 14:09:00 PDT

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Dear Listmates:

Someone writes:

>>Well, so what if the same person comes back? It's supposed to take a
number
>>of times for an ad to flit past your eyeballs (6 is the number that comes
>>to mind,but I may be wrong) before you actually notice it, so repeat
>>visitors are good.

Richard Alamilla writes in response to someone else:

>>The actuall number of times calculated for the average person to see an ad
>>before they decide to go for it is 5,

IMHO it may be overstating advertising effects to suggest that, after 5
exposures to an ad, a viewer may opt to 'go for it.' Ad research suggests
that retention of ad claims peaks between 3-5 exposures. Also, the estimate
of 3-5 exposures may vary considerably depending on such factors as the 1)
strength of the claims, 2) competing information, 3) ad medium and 4)
involvement/interest of the viewer. It also is more likely that advertising
will affect beliefs, perceptions and preferences than actual purchase or
inquiry behavior. If this is the case, measures of behavior would understate
the impact of advertising and ignore the real beneficial outcomes.

Regards, Marilyn

*************************************************
Marilyn Y. Jones, Ph.D
Assistant Professor of Marketing
Bond University
Gold Coast, Australia
e-mail - mjones_at_Bond.edu.au
*************************************************

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