Consumer behaviour
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The first advertisement, print ad [A], features Carlsberg beer. Marketers are using the repetition concept in the campaign to gain attention.
The repetition used in the Carlsberg ad is quite effective, because Carlsberg is a long established brand name in the marketplace and most of the consumers are familiar with it. Therefore, repeated exposures of the ads can help consumers to restore and retain their memory. Repeated ads exposures may influence consumers' attitude accessibility to the extent of brand preference. In other words, when they repeat scanning the theme and other attributes of the ads, both attention and retention will increase and then the brand Carlsberg will be engraved in their mind. However, if the brand is not well-known or familiar to the consumers, repetition of the advertisement may not be effective.
However, repeated exposures of ads may create advertising wear-out effect, marketers can avoid this by using the cosmetic variations technique. For example, the same theme "Tune with Carlsberg", same background (green with bubble), and same print types (fonts size and colour) are repeated in two ads but there are two different youthful models with different mischievous face expression. Moreover, the youthful models can increase the effectiveness of the repetition ads...