Scenario 10-2
National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into some Hollywood talent to help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.("Old Navy Taps Hollywood Talent for Halloween Spot" Brandweek Magazine, October 29, 2010)
-(Scenario 10-2) It is strongly believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future. This can be defined as

Question

Quizplus · Accepted Answer

Repeated exposure to a stimulus in advertising is aimed at increasing recall, which is the ability of consumers to remember the advertisement or brand when prompted.

Scenario 10-2 National Clothing Retailer, Old Navy Has Been Known for Its