Repetition is used in advertising as a way to keep a brand or product in the forefront of consumer's minds. Repetition can build brand familiarity, but it can also lead to consumer fatigue, where consumers become so tired of an ad that they tune out or actively avoid the product. Therefore, to be effective, repetition must occur in the right proportion, as too much repetition may be counter-productive as an advertising strategy.

Types of Repetition

The idea behind repetition is that when the consumer goes to buy a particular product, the name of your brand is the first one that comes to mind. There are several different types of advertising repetition. One is simply to repeat the same advertisement, such as a television commercial, over and over. For example, the same commercial may be broadcast at each ad break of a show.

Another way to use repetition is to place the product or brand in as many places as possible. For example, print ads in newspapers and magazines, television ads, radio ads and utilize product placement on television shows or in movies. Another type of repetition is to use ads that are produced with similar styles, but have a slightly different final product. For example, television ads that use the same actors, but in different scenarios.

Two-Factor Theory

One of the leading theories on the effect of repetition on consumer behavior was developed in the 1970s by University of Toronto psychology professor Daniel Berlyne. This theory, called two-factor theory, or wear-in/wear-out, suggests that repetition has a positive effect for a period, and then begins to have a negative effect.

During the first phase, called wear-in, repetition of an ad allows consumers to become familiar with the brand. In this phase, repetition can overcome consumer reluctance to purchase a new product or brand. As the repetition continues, consumers become used to the brand and may enter a second phase, called wear-out. In the wear-out phase, consumers become tired of hearing about the brand and continued repetition of ads can cause consumers to stop buying the product or brand.

Familiar and Unfamiliar Brands

The effect of repetition can vary based on whether the consumer is already familiar with the brand being advertised. Consumers tend to pay more attention to an ad that is for a completely new product or brand, than to an ad for a product or brand with which they are already familiar. The new ad will be more interesting to consumers, so they will be more likely to take note of it.

In this case, repetition may be more effective when it is used to advertise a new brand or product. Once consumers are familiar with a brand or product, the advertiser may be able to decrease the frequency of the ad and still achieve the same effect.

Signalling a Good Buy or a Quality Product

Repetition of an ad may signal to consumers that the brand or product is a good buy, or a quality product. This is sometimes referred to as signaling theory. In 1975, University of Wyoming researchers Anthony McGann and Raymond Marquardt found that ads with high rates of repetition tended to also be rated as high quality in Consumer Reports.