Abstract

Advertising Effects of Exposure Condition and Repetition Number in TV Commercials : The Moderating Role of Brand Familarity

Eun-A Park, Ph.D.
Senior Research Fellow, Advertising Institute, KOBACO

This research focused on differences in the effects of TV advertising according to consumer's attention level to the ads and the frequency of the ad repetition. This research has another interest in moderating role of brand familarity to the advertising effectiveness. The results shows that there is no difference in the memory performance between the group who pays more attention to the advertising and who attends less. There are also no differences in both explicit memory, recall and recognition, and implicit memory, the rate of word completion. The effects of the ad repetition are different with the memory measure. Twice or three times exposed to the ad recalled brand name better significantly than once exposed group. But, there's no difference in the recognition. The influences of the ad repetition and attention level to ad exposure on brand memory and brand attitude are moderated by the degree of brand familarity. The implications and limitations are provided with specific discussions of the results.

Key Word : TV Commercial, Advertising Effects, Repetitive Exposure, Brand Familarity