IDEAS home Printed from https://ideas.repec.org/a/bec/imsber/v8y2016i2p23-34.html
   My bibliography  Save this article

Does Advertising Exposure Level Matter? Implications for Experimental Research in Advertising

Author

Listed:
  • Wisal Ahmed

    (Kohat University of Science & Technology, KUST, Kohat)

  • Zahid Mahmood

    (BAHRIA University, Islamabad)

  • Ayaz Ahmad

    (COMSATS Institute of Information Technology, Wah Cantt)

Abstract

Advertising researchers have been using test advertisements in asingle exposure experiment. Review of literature, however, reveals that recall and persuasion ability of advertisements varies across different levels of advertising exposures. This study reviews the available literature on ad-exposures and theorizes that three exposures are most suitable for testing optimum effectiveness of advertisements in lab studies. Thesame set of advertisements embedded in a television program was shownin two separate but homogenous groups in single and three ad-exposures and their responses on ad-effectiveness were obtained. The findings of the study reveal that advertisements in three exposures elicited significantly greater brand and ad-recall, more favourable advertisement and brand attitude as well as purchase intent than the same set of advertisements in a single exposure. Collectively, the result of this study provides strong support for three ad-exposures as more appropriatefor testing advertising effectiveness in experimental study setting compared to single exposure

Suggested Citation

  • Wisal Ahmed & Zahid Mahmood & Ayaz Ahmad, 2016. "Does Advertising Exposure Level Matter? Implications for Experimental Research in Advertising," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 8(2), pages 23-34, October.
    • Handle: RePEc:bec:imsber:v:8:y:2016:i:2:p:23-34
    DOI: dx.doi.org/10.22547/BER/8.2.2
    as

    Download full text from publisher

    File URL: http://imsciences.edu.pk/files/journals/volume%208_No2_October2016/2%20-Advertising%20Exposure%20Level.pdf
    Download Restriction: no
    File URL: https://libkey.io/dx.doi.org/10.22547/BER/8.2.2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Burke, Marian C & Edell, Julie A, 1986. "Ad Reactions over Time: Capturing Changes in the Real World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 114-118, June.
    2. Belch, George E, 1982. "The Effects of Television Commercial Repetition on Cognitive Response and Message Acceptance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(1), pages 56-65, June.
    3. Lee, Yih Hwai & Mason, Charlotte, 1999. "Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(2), pages 156-169, September.
    4. Campbell, Margaret C & Keller, Kevin Lane, 2003. "Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 292-304, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kronrod, Ann & Huber, Joel, 2019. "Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 306-324.
    2. Kronrod, Ann & Lowrey, Tina M., 2016. "Tastlé-Nestlé, Toogle-Google: The effects of similarity to familiar brand names in brand name innovation," Journal of Business Research, Elsevier, vol. 69(3), pages 1182-1189.
    3. Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen, 2012. "L'impact des stimuli informationnels d'un nouveau produit alimentaire sur les réactions affectives et cognitives du consommateur," Post-Print hal-01117036, HAL.
    4. Martí-Parreño, José & Bermejo-Berros, Jesús & Aldás-Manzano, Joaquín, 2017. "Product Placement in Video Games: The Effect of Brand Familiarity and Repetition on Consumers' Memory," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 55-63.
    5. LEE, Janghyuk & BRILEY, Donnel A., 2005. "Repeat exposure effects of internet advertising," HEC Research Papers Series 809, HEC Paris.
    6. van Esch, Patrick & Gadsby, Casey Lynn, 2019. "Marketing the healthiness of sports drinks: From physiological to cognitive based benefits," Australasian marketing journal, Elsevier, vol. 27(3), pages 179-186.
    7. Berthon, Pierre & Pitt, Leyland F. & Campbell, Colin, 2009. "Does brand meaning exist in similarity or singularity?," Journal of Business Research, Elsevier, vol. 62(3), pages 356-361, March.
    8. Prasad A. Naik & Murali K. Mantrala & Alan G. Sawyer, 1998. "Planning Media Schedules in the Presence of Dynamic Advertising Quality," Marketing Science, INFORMS, vol. 17(3), pages 214-235.
    9. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    10. Manika, Danae & Papagiannidis, Savvas & Bourlakis, Michael, 2017. "Understanding the effects of a social media service failure apology: A comparative study of customers vs. potential customers," International Journal of Information Management, Elsevier, vol. 37(3), pages 214-228.
    11. Gebreselassie, Andinet Worku, 2019. "On communicating about taboo social issues in least developed countries : The case of Ethiopia," Other publications TiSEM bb35ee74-fdd7-4220-af92-5, Tilburg University, School of Economics and Management.
    12. Cauberghe, Verolien & De Pelsmacker, Patrick, 2010. "The Effectiveness of Telescopic Ads Delivered Via Interactive Digital Television: The Impact of the Amount of Information and the Level of Interactivity on Brand Responses," Journal of Interactive Marketing, Elsevier, vol. 24(4), pages 297-308.
    13. Mäenpää, Katariina & Kale, Sudhir H. & Kuusela, Hannu & Mesiranta, Nina, 2008. "Consumer perceptions of Internet banking in Finland: The moderating role of familiarity," Journal of Retailing and Consumer Services, Elsevier, vol. 15(4), pages 266-276.
    14. Muhammad Abdullah Khan & Usman Ghani & Sadia Aziz, 2019. "Impact of Islamic Religiosity on Consumers’ Attitudes towards Islamic and Conventional ways of Advertisements, Attitude towards Brands and Purchase Intentions," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 11(1), pages 1-30, March.
    15. Erfgen, Carsten & Zenker, Sebastian & Sattler, Henrik, 2015. "The vampire effect: When do celebrity endorsers harm brand recall?," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 155-163.
    16. Quang-An Ha & Phuong Nhi Nguyen Pham & Long Hoang Le, 2022. "What facilitate people to do charity? The impact of brand anthropomorphism, brand familiarity and brand trust on charity support intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 835-859, December.
    17. Takumi Kato, 2021. "Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 185-198, September.
    18. Glückstad, Fumiko Kano & Schmidt, Mikkel N. & Mørup, Morten, 2020. "Testing a model of destination image formation: Application of Bayesian relational modelling and fsQCA," Journal of Business Research, Elsevier, vol. 120(C), pages 351-363.
    19. Debajyoti Biswas & Sanjukta Chatterjee & Parvin Sultana, 2021. "Stigma and fear during COVID-19: essentializing religion in an Indian context," Palgrave Communications, Palgrave Macmillan, vol. 8(1), pages 1-10, December.
    20. Frank M. Bass & Norris Bruce & Sumit Majumdar & B. P. S. Murthi, 2007. "Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship," Marketing Science, INFORMS, vol. 26(2), pages 179-195, 03-04.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bec:imsber:v:8:y:2016:i:2:p:23-34. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Attaullah Shah (email available below). General contact details of provider: https://edirc.repec.org/data/imspepk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.