The Higher The Frequency, The Better The Effect? - A Study Of The Simple Exposure Effect Of Advertising

The forms of advertising are becoming various with the development of science and technology as well as the evolvement of the culture.Plane advertisement and audio advertisement are getting more and more popular among businesses due to the lower cost and flexible presenting spots.What’s more,they have also got satisfactory effects,by which the advertising industry was promoted.In this case,the study on Mere Exposure Effect of different advertising forms should draw closer attention.The model of study-recognition is adopted in discussing the different effects between plane advertisement and audio advertisement.Plus,advertisement pictures are inserted in the video in the study in order to recover the television advertisement in reality.Experiment 1 aims to study the Mere Exposure Effect of plane advertisement and audio advertisement.180 undergraduates are chosen as the experimental subjects,and 6 commodities are used as the experimental materials.The experimental objective is to present the different Mere Exposure Effects of these two advertisement forms.It turns out that both the two forms have Mere Exposure Effects,and meanwhile,audio advertisement enjoys more obvious effect than plane advertisement.However,to a certain degree,the favor degree of the audience is likely to get lower with the exposure frequency getting higher.Experiment 2 is the study on television advertisement.By inserting plane advertisements into the video,the TV ads in real life is reproduced.In the experiment,90 college students are selected,whose favor degree of the plane advertisements in the video are graded.It is found that television advertising also has mere exposure effect,which is to say that the favor degree is rising-to-falling with the exposure frequency.This conclusion is consistent with that of the Experiment 1,which is that the brand familiarity of the audience has important influence on the effect of advertising.The rule that familiarity leads to favor is also true of Experiment 2.Experiment 1 and Experiment 2 both prove that different forms of advertising have Mere Exposure Effect.The conclusion got in this study can be applied in advertising propaganda.Meanwhile,the advertising frequency should be controlled according to the conclusion so that on the one hand,the cost can be saved,and on the other hand,the best advertising publicity effect can be achieved.