Surviving On the Rocks
One way to survive on the rocks is to use a mere-exposure effect strategy.
According to Wikipedia mere-exposure effect is a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them.
Using the mere-exposure effect strategy will implant your brand in both potential and existing customers minds. A customer will think of a company using mere effect strategies first when thinking of a technology or service they need to buy. Mere-exposure effect strategies can win new and retain existing customers.
I see Coca-Cola often, as a result I feel positive about Coca-Cola and, perhaps, a greater inclination to buy Coca-Cola.
On the other hand other research suggests that exposure can be overdone and in such conditions may have the opposite effect. Key to approaching mere-exposure seems to be in paying attention to timing and utilizing moderation.
For example, if a person sees the same stimuli too much, like the exact same ad, they may start tuning out.
For this reason it is also crucial to change things up every so often, to keep your message fresh and current. This is why even Coca-Cola changes their advertisements regularly.
Interesting, however a great advert will remain a great advert and will, more than likely maintain it's following whereas too frequent a change may lead to more losses than gains. On there other hand, a not so good advert can get irritating. An off the cuff example of a great advert during my growing years was Andrex tissues with the aid of a puppy.
Yeah, right advertising does help if the products meets real needs.
Sofia, good observation. Take Starbucks for instance. The exposure we get from them is in everyday life; a store, a sign, LinkedIn, etc. Very few TV commercials have been made yet everyone worldwide knows them, not just coffee but their social activism; taking care of employees, fair trade efforts, and of course, their product. Other examples that are overused and overexposed, seem to have a negative effect: Flo from Progressive Insurance and the red head from Wendy's now force me to switch TV or radio stations at the sound of their voices. Extremely irritating and grossly overused. Even the changes don't help these products, Flo in a different situation or "Wendy" eating a different sandwich makes for stale marketing. Thanks for a though-provoking read.