repetition
Definition:
It is assumed to be necessary to repeat an ADVERTISEMENT or COMMERCIAL a number of times before there is a satisfactory probability that an acceptable proportion of the target audience will have seen it at least once. It is also assumed that a prospective purchaser will generally need to have seen it a certain number of times before taking it in fully. For these reasons, repetition is a prime requirement of any ADVERTISING CAMPAIGN schedule.
Cross-References:
[advertisement, advert, ad]
[commercial]
[frequency]
[response functions]
[wearout]
[advertising campaign]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].