Redundancy Gain Effects in Incidental Exposure to Multiple Ads on the Internet

ABSTRACT Redundant ad exposure, defined as simultaneous exposure to multiple exemplars of an ad as exemplified in roadblock advertising, is an online ad placement strategy often used for branding campaigns, but its effects are poorly understood. This study examined the effects of the redundant ad exposure strategy on brand memory and preference, in comparison to those of single and repeated exposure strategies. Additionally, interaction effects between ad exposure strategy and ad size variation were examined. Study results provide supporting evidence for the hypothesized redundancy gain effect when identical ads were shown simultaneously. However, redundancy gain effect was not supported in the case of ads with size variations.

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