Summary
For years, advertisers have asked a seemingly simple question: What is the optimal frequency for an ad? Members of the
ARF Cognition Council examine why that question can oversimplify how people actually perceive, learn from and remember advertising. Drawing on attention research, psychology and neuroscience, the panel discusses why impressions should not be treated as equivalent to attention, how repetition affects learning and memory, the balance between habituation and novelty, and the roles of culture and context in advertising effectiveness.
