Ad design Repeat ads can sustain reader interest Advertisers can repeat a well-constructed ad and sustain reader interest. A recent study of a 2-page, 4-color ad was repeated 11 times over 20 months, and its average reader interest rating was equivalent to what it earned on its first appearance. In addition, the ad's ratings were equal to or above average for 8 of the 11 placements, contradicting the often-held belief that repeated ads bore readers. Advertisers truly benefit from repeating ads that perform well. In addition to reducing their costs, advertisers can increase familiarity with their message and product. Advertisers may find that spending the time and money to design one strong ad repeated frequently throughout the year (or longer) is a better budgeting strategy than designing several ads with less frequent ad appearances. Source: Ad Effectiveness: "Repeat Ads Can Sustain Reader Interest" The Readex Review, Memo 8, Copyright 2001