Advertising is a tricky business. They need to strategize and come up with ways to engage potential customers. One popular advertising technique is repetition. Repetition is a factor in being able to remember information. This also pertains to marketing and advertising. Using repetition puts a product or brand at the front of the client’s brain. It’s a bit of a balancing act, though, because although it pushes knowledge of the brand, it also can irritate and fatigue consumers to the point where they ignore or ardently refrain from the product. So, let’s take an in-depth look at everything you need about repetition as an advertising technique.
Repetition, TOMA, and Credibility
Advertisers generally agree that you need to show an ad campaign many times to consumers for them to garner an opinion about the service, product, or brand. It will depend on the ad and how often a client needs to experience it before all the information sinks in. This is where “top-of-the-mind awareness” (or TOMA) comes into play. This is a vital approach for advertising when it comes to marketing research, communications, and client behavior. TOMA calculates where brands grade in a client’s mind. If you think about a distinct brand when thinking about a particular product, like a type of cereal or cleaning item, this falls under the TOMA category. This brand awareness happens because of repetition in advertising.
If you want clients to invest in a service, product, or brand, you need to persuade them that it’s credible. An advertising campaign that is repetitive builds awareness and, in turn, credibility. Repetition can advance and strengthen credibility if a client decides to buy the brand (and is pleased). Brands that are well-known to clients are usually thought of as believable. Brand awareness doesn’t happen overnight; it takes a while for consumers to get familiar with the product or service offered. This involves long campaigns where you flaunt the characteristics of the business and use repetition of your message to gain familiarity with your brand to potential clients. This is where a link between a brand and a product gets created.
Striking a Balance
Let’s say your business sells orange juice. You need possible clients to associate the orange juice with your business or brand only. After proving that the brand is credible and familiarity has been formed through repetitive advertising, you need to ensure that you aren’t flooding the market too much with your repetitive messaging. There is something to be said about too much of a good thing. Therefore, you need to strike a balance.
When consumers are shown repetitive advertising, the brand is usually at the forefront of consumers’ minds, forming a stance, even if they don’t remember the precise wording of the ad. This stance or attitude that has developed in the potential client’s mind can be good or bad, depending on how they react to the repetitive nature of the ad campaign.
It’s a fact that many viewers will not be able to remember info over a period. Advertisers remedy that by constantly inventing new advertisements and spreading the word about the brand or product. Repetitive advertisements encourage people to forget and instead develop a positive attitude toward the brand and commit it to the consumer’s mind.
How can you use repetitive advertising?
Repetitive advertising is a marketing approach that falls under the umbrella of visual advertising. You can use many ways to get across your message redundantly. Advertisers use the following to get their brand directive out there to consumers.
Create a television commercial and air it multiple times a day on many channels or a print ad in a bunch of magazines (that relate to your brand). Try placing the ad on billboards to make an impression. Generate digital ads to be placed on social platforms, Google ads, and media outlets and boost the number of times the ad will appear to viewers. Use custom feather flags and other merchandise with your brand’s information printed on them. The feather flags are a great way to advertise upcoming promotions or your business. It’s a classic and enduring way to promote your brand. You can buy stock and Custom Feather Flags from Flagdom at: https://flagdom.com/feather-flags. Stop hesitating and get your brand’s name out there today!
Repetition and Time
Repetition as an advertising technique is ideal for brand-new campaigns or products to increase the awareness of your product, service, or brand. The replay can be good, but you need to know when you are oversaturating the consumer with your advertisements. This will breed consumer fatigue and have the opposite effect of what you want. Studies show that pleasant feelings for brands will decrease after being exposed to an ad around three to ten times, but in the same breath, people tend to remember details around seven times after being exposed to it. Remember, too much repetition can have an adverse effect on consumers. There’s nothing worse than boring and turning off potential clients.
Having a good blend of marketing and advertising techniques is crucial, especially in the digital world we know today. You have many channels to pursue, like social media, video, online ads, and your website. They can all have the same information and message to relay to consumers, making it simpler to use repletion as a marketing and advertising method.
Your campaign needs time to be successful. You can’t expect to put your repetitive message out there for only a week and expect concrete results. It comes down to repetitiveness and time. These need to go hand in hand for your brand to be profitable. Just look at how lucrative brand messaging is for Nike, American Express, and Got Milk? Campaign. Their slogans and repetitive campaigns have been around for decades. They were prosperous because they used the repetitiveness and time formula effectively.