All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  10 result, the learning effects gap between the 30-second commercials and the 15-second commercials closes up with repetition. Similarly, this study argues that, when there are no repeated message exposures, featuring four product attributes will generate more positive brand attitudes than featuring two product attributes. One of the possible reasons is that at the initial exposure, ads addressing four product attributes are more likely to make the brand appear superior than ads featuring only two product attributes. However, at the same time, it involves more cognitive capacity and effort to process ad messages featuring four product attributes than ads featuring two product attributes. Therefore, when messages are repeated, tedium may more easily set in when processing ads with four attributes than ads with two attributes. Due to this negative driving force triggered by tedium, the advantage of featuring four attributes does not emerge in a multiple exposure setting. As a result, different impacts exerted by ads featuring four attributes, as opposed to ads featuring two attributes, on brand attitudes, brand interest ratings and purchase intent will not emerge. Hypothesis 4a: When there is no ad repetition, ads featuring four product attributes will generate more positive brand attitudes than ads featuring two product attributes; however, when there is ad repetition, ads featuring four product attributes will not generate more positive brand attitudes than ads featuring two product attributes. Hypothesis 4b: When there is no ad repetition, ads featuring four product attributes will generate more positive brand interest ratings than ads featuring two product attributes; however, when there is ad repetition, ads featuring four product attributes will not generate more positive brand interest ratings than ads featuring two product attributes. Hypothesis 4c: When there is no ad repetition, ads featuring four product attributes will

Authors: Chang, Chingching.
first   previous   Page 10 of 31   next   last



background image
10
result, the learning effects gap between the 30-second commercials and the 15-second
commercials closes up with repetition.
Similarly, this study argues that, when there are no repeated message exposures, featuring
four product attributes will generate more positive brand attitudes than featuring two product
attributes. One of the possible reasons is that at the initial exposure, ads addressing four
product attributes are more likely to make the brand appear superior than ads featuring only two
product attributes. However, at the same time, it involves more cognitive capacity and effort to
process ad messages featuring four product attributes than ads featuring two product attributes.
Therefore, when messages are repeated, tedium may more easily set in when processing ads with
four attributes than ads with two attributes. Due to this negative driving force triggered by
tedium, the advantage of featuring four attributes does not emerge in a multiple exposure setting.
As a result, different impacts exerted by ads featuring four attributes, as opposed to ads featuring
two attributes, on brand attitudes, brand interest ratings and purchase intent will not emerge.
Hypothesis 4a: When there is no ad repetition, ads featuring four product attributes will
generate more positive brand attitudes than ads featuring two product attributes;
however, when there is ad repetition, ads featuring four product attributes will
not generate more positive brand attitudes than ads featuring two product
attributes.
Hypothesis 4b: When there is no ad repetition, ads featuring four product attributes will
generate more positive brand interest ratings than ads featuring two product
attributes; however, when there is ad repetition, ads featuring four product
attributes will not generate more positive brand interest ratings than ads
featuring two product attributes.
Hypothesis 4c: When there is no ad repetition, ads featuring four product attributes will


Convention
Convention is an application service for managing large or small academic conferences, annual meetings, and other types of events!
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 10 of 31   next   last

©2012 All Academic, Inc.