The document discusses the effectiveness of repetition in advertising. It notes that while a lie repeated often may start to feel like the truth, repetition only increases purchase intentions for low-involvement products, not high-involvement ones, according to a lab experiment. The document encourages applying this lesson by considering repeating benefit claims of one's firm using varied wording within a week's time.

1. Repetition Effectiveness of repetition Adapted from AdPrin.com

2. Repetition If an ad keeps repeating something that is false, will you start to believe it? ___Yes ___No Go to the next slide for the answer. Adapted from AdPrin.com 2

3. “A lie told often enough becomes the truth.” Lenin Belief increases for low-involvement products A lab experiment used different levels of repetition for 30-second TV commercials for three high-involvement and three low-involvement products. Repetition increased purchase intentions for the low-involvement products, but not for high-involvement ones. (Batra and Ray 1986 in Persuasive Advertising p 168.)

4. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, consider repeating claims of benefits of your firm by using cosmetic variations. Adapted from AdPrin.com