THE ROLE OF REPETITION (FREQUENCY OF EXPOSURE) IN ADVERTISING. HOW DOES IT INFLUENCE CONSUMER RESPONSES? WHAT KIND OF FACTORS MODERATE THE EFFECTS OF REPETITION?

2021-5-10
ABBASZADE, AYTAJ
Marketing is part of the areas of study that associates with daily lives, and with the increased use of social media, it stands out more than other subjects. On the other hand, advertising is used by the business organization as an outstanding means of product promotion that reaches the consumers and appeals with them to hold on particular products or services. In recent years, there has been an enhancement of the importance of digitalization, in addition to traditional advertisements (TV, radio, billboards, etc.), advertisements made through social media (Instagram, youtube, etc.). As a result of this enhancement, most consumers have been exposed to the use of both traditional methods of advertising and social media. This study focuses on analyzing the role of repeated advertisements, their impact on consumers and the factors that moderate the advertisement repetition effect.Thus, the study involves the investigation of 2 different theories (learning theoryand Two-factor theory). Further, the study identifies the motivation, knowledge, and ability factors necessary for the consumer to understand the ad. The other main areas of focus by this study include; examining the meaning of repetition in the advertisement, the areas of implementation, and the different perspectives in the literature. In addition to the researches, the study measurers the three different groups shown in videos with a different number of ad repetition, and by the survey system, the attitudes of consumers towards repeated advertising, ad recall and ad liking, and purchasing intention of the product. Based on these aspects, the study uses the obtained data to investigate the impacts of a repetitive advertisement on consumers to review the literature for this study.

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Citation Formats
A. ABBASZADE, “THE ROLE OF REPETITION (FREQUENCY OF EXPOSURE) IN ADVERTISING. HOW DOES IT INFLUENCE CONSUMER RESPONSES? WHAT KIND OF FACTORS MODERATE THE EFFECTS OF REPETITION?,” M.B.A. - Master of Business Administration, Middle East Technical University, 2021.