The influence of repetition and time pressure on effectiveness of mobile advertising messages

• Repetition and time pressure influenced the effectiveness of mobile advertisement.
• It was better to send less than three mobile advertisements each day.
• Low time pressure contributed to better effectiveness than high time pressure.

This study conducted two experiments to investigate the influence of advertising repetition and time pressure on mobile advertisement effectiveness. The first experiment examined the effect of advertising repetition in everyday life. SMS advertisements with different repetitions were sent to participants during 6 weeks. The results indicated that it was better to send less than three mobile advertisements each day. The second experiment examined the effect of time pressure in the lab controlled environment. Under high or low time pressure, participants received SMS advertisements while searching information through webpages. The results indicated that low time pressure contributed to better mobile advertisement effectiveness than high time pressure.