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NeuroTactic Overview

Mere Exposure Effect

We trust and like brands more after repeated exposure

SUMMARY:

The more often we encounter a brand, item, or person, the more likely we are to develop a liking. Whether it is a company, a colleague, or a car, if we spend more time with something or someone, our minds become more familiar. This familiarity leads to trust, which then leads to liking.

The more often someone is exposed to your brand, whether it is a billboard or social media ad, the more familiar they will become with it. Over time, with enough exposure, they will have a higher and higher likelihood of engaging with you. Be careful not to annoy them, however. Too high of an ad frequency can lead to outright dismissal of your brand.

Primary Source:

“Zajonc, Robert B. (1968). “”Attitudinal Effects Of Mere Exposure””. Journal of Personality and Social Psychology. Bornstein, Robert F. (1989). “”Exposure and affect: Overview and meta-analysis of research, 1968-1987″”. Psychological Bulletin.”

Dream Category:

Emotion

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Interest
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

Get The Book:

Snake Oil walks you through using and testing NeuroTactics in your own marketing, along with other critical skills marketers need to have these days.