Repetition in Media Models: A Laboratory Technique
Open Access
- 1 February 1971
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 8 (1) , 20-29
- https://doi.org/10.1177/002224377100800102
Abstract
Recent advertising media models demand estimates of effects of repetitive exposures on consumers in particular advertising situations. A laboratory technique for providing such estimates is suggested, and a study using this technique indicates the need for significantly different repetition functions for different kinds of products, brand positions, advertising formats, and advertising goals. Further development of the technique is also indicated.Keywords
This publication has 15 references indexed in Scilit:
- A Media Planning CalculusOperations Research, 1969
- Processes underlying exposure to advertising.American Psychologist, 1968
- Verbal Learning and MemoryAnnual Review of Psychology, 1968
- A Pioneering Experiment in Assessing Advertising EffectivenessJournal of Marketing, 1963
- Advertising and CigarettesJournal of Political Economy, 1962
- An Application of Learning Theory to TV Copy TestingPublic Opinion Quarterly, 1962
- Word values, word frequency, and visual duration thresholds.Psychological Review, 1960
- Recommendations for APA test standards regarding construct, trait, or discriminant validity.American Psychologist, 1960
- The effect of length of series upon recognition memory.Psychological Review, 1912
- Grundzuge der PsychologieThe American Journal of Psychology, 1902