One approach to communicating a marketing message to maximize effectiveness is to keep it really simple. The argument is that the human brain can only comprehend and retain a small amount of the total data so you should try to make your message as short and simple as possible. With this perspective you might be inclined to replay a single ad over and over again until you beat the message into the consumer’s brain.
The opposite approach is to have multiple messages and several simultaneous story lines. This would be the strategy of those who view consumers as intelligent beings capable of comprehending and recalling complex messages. One example is Geico’s campaign that tells a story of a disgruntled caveman, a cute British Gecko, and old-time celebrities doing voice overs which all tie back to the central theme of saving money on auto insurance. This approach trusts consumers to be able to follow multiple stories and interpret the underlying brand message.
What do you think? Is it better to have a really simple message play over and over, or tell multiple stories with an interwoven message like Geico?