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Ad Repetition and Variation in a Competitive Ad Context

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Abstract:

This study explores ad repetition and variation effects for a new brand in a competitive ad context in which ads for the leading brand in the same category are present. In the presence of competitive interference, ad repetition significantly increases ad recognition. Ad repetition also encourages subjects to take product beliefs into account in making product judgments. In addition, brand attitudes, brand interest ratings and purchase intent are improved with two ad exposures over one ad exposure. The number of product attributes has also been shown to moderate ad repetition effects. Moreover, two ad variation strategies are distinguished, i.e., substantive/cosmetic variation and cosmetic variation. The relative effectiveness of the two variation strategies on ad recognition and ad campaign perception is examined.

Most Common Document Word Stems:

ad (255), repetit (201), attribut (131), brand (125), product (113), effect (85), variat (83), two (77), featur (64), messag (62), advertis (54), research (52), competit (47), context (46), four (44), strategi (42), generat (42), condit (38), cosmet (38), p (37), hypothesi (37),

Author's Keywords:

advertising effects, ad repetition, ad variation
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Association:
Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Chang, Chingching. "Ad Repetition and Variation in a Competitive Ad Context" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p112017_index.html>

APA Citation:

Chang, C. , 2003-05-27 "Ad Repetition and Variation in a Competitive Ad Context" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p112017_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study explores ad repetition and variation effects for a new brand in a competitive ad context in which ads for the leading brand in the same category are present. In the presence of competitive interference, ad repetition significantly increases ad recognition. Ad repetition also encourages subjects to take product beliefs into account in making product judgments. In addition, brand attitudes, brand interest ratings and purchase intent are improved with two ad exposures over one ad exposure. The number of product attributes has also been shown to moderate ad repetition effects. Moreover, two ad variation strategies are distinguished, i.e., substantive/cosmetic variation and cosmetic variation. The relative effectiveness of the two variation strategies on ad recognition and ad campaign perception is examined.

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Document Type: .PDF
Page count: 31
Word count: 8585
Text sample:
Ad Repetition and Variation in a Competitive Ad Context This study explores ad repetition and variation effects for a new brand in a competitive ad context in which ads for the leading brand in the same category are present. In the presence of competitive interference ad repetition significantly increases ad recognition. Ad repetition also encourages subjects to take product beliefs into account in making product judgments. In addition brand attitudes brand interest ratings and purchase intent are improved with
Same attributes Visual Variations Different visuals Substantive/cosmetic variation Cosmetic variations Same visuals Substantive variations Same ad Table 2. Research design Number of Product attributes Type of Repetition No. of Subjects Four attributes No repetition 21 Substantive/cosmetic repetition 21 Cosmetic repetition 21 Two attributes No repetition 21 Substantive/cosmetic repetition 21 Cosmetic repetition 21 31


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