Marketing Applications of Repetition

Introduction

Repetition is a strategy used in advertising as a means to keep a brand or product on top of consumers’ minds. Repetition builds brand familiarity, but too much of it can lead to consumer fatigue. To be effective, repetition has to occur in the right proportion otherwise consumers can become so tired of an ad that they end up tuning out or avoiding the product completely.

Types of repetition:

1.     Television Commercials – The same commercial may be broadcasted during each break of a show

2.     Ad Placement – A product or brand’s ad is placed in as many places as possible (e.g. print ads in newspapers and magazines, television ads, radio ads and product placement on TV shows or in films)

3.     Similar ads – Ads that are produced with similar styles, but have a slightly different final product (e.g. Television ads that use the same actors, but in different scenarios)

Repetition is a way to prove to consumers that the brand or product is worth purchasing. It is a way to signify that the brand or product is a good buy. The idea behind repetition is that when the consumer goes to buy a particular product, the name of the brand is the first thing that comes to mind.

Source: smallbusiness.chron.com, YouTube, appleinsider.com

- Ashley

Repetition in Marketing Fashion Brands 

Repetition in marketing and advertising is used as a way to keep the brand or product on consumer’s minds. Advertisers aim to not only expose the brand or product to create awareness, but also demonstrate relevance to the consumer and remind them of the products benefits. For example, luxury fashion brands such as Chanel and Gucci utilize marketing repetition. Specifically, they use marketing repetition around the holiday season placing multiple advertisements in a single issue of a magazine. In the November issue of Conde Nast’s W Magazine, Chanel, Gucci, and Bulgari are three fashion brands that had multiple advertisements in the 218-page issue. Chanel appeared FOUR times before the table of contents, all different images of fall/winter campaign, accessories and fragrance. Gucci advertisements appeared multiple times as well as Bulgari, which appeared FIVE times throughout the entire magazine. While repetition helps brands standout in the consumers’ minds, it can be overkill if the same product line appears multiple times in a single issue. Understating the annoyance of repetition Chanel, Gucci, and Bulgari all advertised using the different product lines the brand has. By advertising different product lines, it is still a form of repetition by not so much overkill; it essentially gives the consumers a different perspective of the brand by advertising with different products while still repeating subconsciously in their minds. - Chelsea 

Source: Luxury Daily

Repetition in Marketing: Retailers 

Retailers use repetition as a form of marketing because of the beneficial effects it has on consumers. It creates familiarity, leads to understanding, and grabs the attention of others by creating patterns. Two retailers that use repetition in their marketing are Target and Macy's. 

Target's Black Friday Sale 
Target uses repetition to promote their Black  Friday sale. In previous years, the Crazy Christmas  lady appeared as a holiday aficionado prepping for  sales by doing wind sprints through the store and  arm curls with ornament filled baskets. Her  character was synonymous with shopping after  Thanksgiving and the madness that comes with it.  She served as a tool for marketing Black Friday  with a humorous twist. After 3 consecutive year,  Target retired her character. Upon her retirement,  fans of her character expressed their  disappointment with this decision by creating blog  posts and facebook pages in her memory. This  showed that consumers looked forward to seeing  her every year, proving that repetition by Target was effective. 

Macy's One Day Sale

Macy's implements the marketing technique of repetition when advertising their One Day Sales. Their commercials, which some might consider annoying and impossible (to host a sale nearly every week), keep the company in the forefront of consumer's minds but can also lead to consumer fatigue. 

-Vanessa

Repetition Insurance Companies

GEICO

First appearing in 1999, the gecko with a Cockney accent has grown into one of America’s most beloved advertising icons. His constant good cheer, insatiable need to meet people, and matter-of-fact tone has become synonymous to the attributes of the company.

Geico’s recent series depicting the gecko’s journey across America was successful because it told a themed story in installments, with each advertisement being a different chapter of his trip. The gecko appeared at different destinations across the country – this repetition left viewers eager to know where the gecko will go next, maintaining interest from commercial to commercial and ensuring recall.

Additionally, GEICO will frequently air two different short ads back to back, filling one regular ad slot.

“Geico - 15 minutes could save you 15% or more on car insurance.”

“Geico – saving people money on more than just car insurance.”

PROGRESSIVE 

She’s everywhere. Flo the Progressive girl has become a staple in our living rooms, endlessly peppy and delighted to be helping people with their insurance needs. Recognizable by her distinct look, quick wit, and cheerful voice, Flo has joined the big leagues of advertising icons – a Google search for “Flo from Progressive” yields an astonishing 14.4 million hits. Her repetitive presence on the airwaves is highly effective in enhancing brand familiarity for Progressive.

 “Now that’s Progressive. Call or click today.”

-- Leo

Repetition in Skincare Brands

Repetition marketing is used throughout various outlets of living. One example of its use can be found in the commercials of certain lower end skincare brands such as Neutrogena and Clean & Clear. Both incorporate the use of this form of marketing in innovative ways.

Neutrogena incorporates this form of marketing through a display of facts, visual display, and actual use of the product. Neutrogena skincare ads tend to start off with factual information usually in the form of a question—“do you know what chemicals are in your skincare products?” or “did you know that acne is formed under the skin more often than on top of the skin?”  Neutrogena then goes on to state how their product is able to combat this particular problem and showcases that particular product. The ad then displays a celebrity washes his / her face with the product then dramatically splashing his / her face.

Clean & Clear, on the other hand, has geared towards more user-generated and customer based content. The brand presents average consumers complaining about the real issues of acne and then incorporates their brand with the use of their brand name as adjectives towards the end of the commercial. This new “See the Real Me” campaign does not display Clean & Clear’s actual products but rather creates advocacy for the general issue of acne. 

-- Sandy