Manufacturers of appliances, such as GE and Whirlpool, advertise on a continuous basis because appliances are purchased infrequently and only when they are needed. To ensure the brand name is more likely remembered when the need arises, these manufacturers rely on:

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Carryover effects are important in advertising for products that are not purchased frequently, such as appliances. These effects occur when the impact of an advertising message persists in the consumer's mind and influences their future purchasing decisions. By continuously advertising, manufacturers such as GE and Whirlpool can maintain brand recognition and increase the likelihood of being remembered when a consumer is in need of a new appliance.

Manufacturers of Appliances, Such as GE and Whirlpool, Advertise on a Continuous