Abstract
Advertising researchers have been using test advertisements in a single exposure experiment. Review of literature, however, reveals that recall and persuasion ability of advertisements varies across different levels of advertising exposures. This study reviews the available literature on ad-exposures and theorizes that three exposures are most suitable for testing optimum effectiveness of advertisements in lab studies. The same set of advertise-ments embedded in a television program was shown in two separate but homogenous groups in single and three ad-exposures and their responses on ad-effectiveness were obtained. The findings of the study reveal that advertisements in three exposures elicited significantly greater brand and ad-recall, more favourable advertisement and brand attitude as well as purchase intent than the same set of advertisements in a single exposure. Collectively, the result of this study provides strong support for three ad-exposures as more appropriate for testing advertising effectiveness in experimental study setting compared to single exposure.
Keyword(s)
Single Exposure, Three Exposures, Recall, Attitude, Purchase Intent