marketingguru

The two-factor theory in advertising states that there are two separate psychological processing operating when a person is repeatedly exposed to an advertisement.   The positive side is that the repetition increases familiarity.   The negative side is that increased repetition overtime increases boredom.   The theory implies that advertisers can overcome the boredom associated with increased repetition by either limiting the length of exposure or slightly varying the content of the ads over time.   The main theme of the ad stays the same, but the message varies.   An example of this theory in play is the E-Trade baby commercials.   Though the baby and the same message appear each time, the story around the baby changes.