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This is a huge waste of resources.
If we are dealing with a familiar product and we have a familiar message, maybe consumers can attend briefly to our message and brand name while they are doing something else. They can divide their attention because the ad and message are familiar and well-known. This is what reminder advertising is all about.
But if we have a new brand, a new message, or something complicated to say, consumers won't possibly be able to attend to this message while simultaneously undertaking the complexities of a stressful, multitasking, interruption-filled environment.
Does this mean we can't develop new or complicated messages? No, it just means that we have to be all the more careful about making consumers attend to the right things, and we have to make sure that our message is interesting enough to have them put aside something else and think about us alone...
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