What impels advertisers to repeat the same television commercials over and over again? When you’re searching for information on the Internet, why do online ads take over your screen? Have studies shown that these tactics induce consumers to inquire, sign up, or buy? Does advertising have to be annoying to be effective?
Researcher David Schumann conducted a study to discover the effect repeating the same commercial had on consumers, reported social psychologists Elliot Aronson and Anthony Pratkanis. Similar to the findings of previous research, Shumann found that repeating an advertisement as subjects watched television increased consumers’ belief in its claims and liking for the product – to a point. Those who saw the ad four times during their viewing period gave the product a higher rating. Viewers who saw it eight times gave it a poorer evaluation. Clearly, they had become annoyed.
Utilizing the Research
To combat this, advertisers began to maintain the essence of the message but vary its presentation. They changed the settings, camera angles and spokespeople. They used multi-channel marketing approaches, deploying everything from television to print to personalized direct mail and customized landing pages along with regular and mobile websites to reach consumers in different ways. It worked!
Upscale discounter Target, for example, employs several top advertising agencies, churning out an endless flow of entertaining commercials and clever print/online ads. All contain the same core messages the retailer wants consumers to remember. And because the ads are done well and varied to avoid wearing out viewers, consumers in one survey said they actually enjoy Target commercials. It must be working – the retailer’s sales continue to increase despite the up and down economy.
Far too few advertisers have learned from Target’s success. It seems like every local evening newscast treats viewers to the same commercials presented twice – not at different times, but in succession. This increases, not belief and liking, but irritation. Popular websites have ads that completely take over the screen. This can be incredibly annoying for consumers browsing online, especially for mobile users who need an answer on the spot.
Some bloggers who work hard to produce genuinely enlightening material fall into the trap of emailing their readership several times a week. Some do it every day. They seemed to have missed wise King Solomon’s frank advice, “Make your foot rare at the house of your fellowman, that he may not have his sufficiency of you and certainly hate you.” In marketing, this principle helps one realize that bloggers and advertisers always walk a tightrope between getting noticed and becoming notorious.
Effective marketing communication strategies center on the feelings and beliefs of the target audience. As a marketing communications company striving to achieve recognition as a top direct marketing firm, The Allied Group continually considers our clients’ goals/culture and, most importantly, their customer’s communication preferences. This knowledge combined with insight into consumer psychology and effective, tailored design for each chosen communication channel can synergize to produce a fruitful campaign.