How Much Is Too Much?
研究重复播放和播放时段对超级碗广告效果的影响，发现前半段重复多的广告更易被记住，但后半段重复多的广告更不受欢迎。
<h3>ABSTRACT</h3> This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl. The findings indicate that brands advertised more in the first half and brands that appeared in both halves but shown more in one half than the other were better recognized than those equally promoted in both halves. Meanwhile, advertisements presented in both halves but repeated more in the second half were less favored than those evenly shown in both halves. The results support theories of repetition and primacy effects.