In terms of campaign duration, changing ads within a campaign frequently will increase brand recall and enhance the probability the message will be embedded in the consumer's long-term memory.

Question

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Changing ads too frequently within a campaign can lead to confusion and dilute the message, making it harder for consumers to recall the brand or the specific message being promoted. Consistency and repetition are key for embedding a message in long-term memory.

In Terms of Campaign Duration, Changing Ads Within a Campaign