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  • 'Repetition-break' plot structure makes effective TV ads, research shows

    Advertisements that use a "repetition-break" plot structure generate more favorable brand attitudes and greater purchase intentions from consumers, as well as more plaudits from industry peers, says Jeffrey Loewenstein, a professor of business administration at the University of Illinois.

    Advertisements that use a "repetition-break" plot structure generate more favorable brand attitudes and greater purchase intentions from consumers, as well as more plaudits from industry peers, says Jeffrey Loewenstein, a professor of business administration at the University of Illinois.

    Photo courtesy College of Business

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      Advertisements that use a "repetition-break" plot structure generate more favorable brand attitudes and greater purchase intentions from consumers, as well as more plaudits from industry peers, says Jeffrey Loewenstein, a professor of business administration at the University of Illinois.

      Photo courtesy College of Business

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