Novelty . . . is No Funny Business!
A recent study provides evidence that marketing communications — especially advertisements — are less likely to affect prospects if the advertiser is relying on using FREQUENCY and REPETITION (some call it ‘saturation bombing’!) in their advertising.
A more potent factor has been identified that suggests a better way to ensure your marketing communications will reach and affect . . . your prospective clients, customers, patients, etc.
An article in MediaDailyNews reveals that frequent and repeated exposure to an ad may be an attention turn-OFF! The study also suggests that novelty may be a turn-ON — at least enough to get a reader, viewer, or listener willing to experience the message again.
Implication? The notion of ‘frequency’ and ‘repetition’ being the keys to earning the attention of your audience may not be as legitimate as it once was. But there is good news. Appealing to the inherently human desire for things that are novel — not funny, but unique and different — may be the best way to gain the ear, eye and Mind of those you would seek to sell.
KEY POINT:
Novelty in marketing communications . . . it GOOD for business — YOURS
BILL DOERR, CCO
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