How to present your message
Believe in love at first sight. It pays off.
The belief that a good message cannot go through the first time is deeply ingrained in us. Many marketing people believe in the power of repetition, even though most of us probably swear by first impressions in, say, personal relationships. If you do not take to a person, further exposure will certainly not change the feeling. In our opinion, advertising should also aim to captivate the recipient at first sight. This makes for better ads and commercials.
To express the same without emotion: "Studies show that an eye-catching and impressive single advertising measure is more effective than repetition – or at least comparable in terms of being remembered."
(Source: Mainonnan spontaani muistaminen (“Spontaneous recollection of advertising”), Kuulas MillwardBrown 2008)
