Sorry, Familiarity CAN Breed Contempt

A recent study provides strong evidence that marketing communications -- especially advertisements -- are less likely to affect prospects if the advertiser is relying on using FREQUENCY and REPETITION (I call it 'saturation bombing'!) in their advertising.

A more potent factor has been identified that suggests a better way to be sure your marketing communications will reach and affect . . . your prospective clients, customers, patients, etc.

Got YOUR attention? Read on . . .

According to an article in MediaDailyNews it seems that frequent and repeated exposure to an ad may be a turn-off! The study also suggests that novelty may be a turn-on -- at least enough to get a reader, viewer, listener to experience the message again. Nearly half (45.4 percent) of DVR owners surveyed said they would be more likely to view the commercial message if they do not recognize the first few seconds of the commerical.

Implication? Oh yes. The notion of 'frequency' and 'repetition' being the keys to earning the attention of your audience may not be as legitimate as it once was. But there is good news. Appealing to the inherently Human desire for things that are novel may be the best way to gain the ear, eye and Mind of those you would seek to sell.

Hmmm . . . now THERE'S something for you to think about!

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