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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  11 generate higher purchase intent than ads featuring two product attributes; however, when there is ad repetition, ads featuring four product attributes will not generate higher purchase intent than ads featuring two product attributes. Impacts of Repetition Variation Strategies in a Competitive Viewing Context Repetition Variation Strategies Other than simply repeating the same ad messages with the same execution, there are other possible presentations of message repetition. According to MacKenzie (1986), in an advertising context, attribute repetitions can be delivered in two possible ways: (1) through repetition of a specific ad that features the attribute; (2) through presenting different advertisements that feature the same attribute. Schumann, Petty and Clemons (1990) have further distinguished two types of repetition strategies and specifically tested their relative effectiveness in different contexts. One type of repetition strategy, termed cosmetic variation, pertains to message repetition with changing visuals. Basic product messages are kept intact but the insubstantial features of the ad are altered. Taking print advertising as an example, when advertisers adopt a cosmetic variation strategy, they may vary color, graphics, fonts or layouts for the ad but hold the product messages constant. The other type of repetition strategy is named substantive variation, which refers to changing the message content (i.e., arguments, attributes) over repeated ad presentations while keeping the cosmetic characteristics of the ads constant. This study argues that it is also common for ads for the same brand to vary in terms of attribute content, as well as cosmetic characteristics. It seems less likely that ads will feature different product attributes without any cosmetic alterations, than that they will feature different product attributes with changing cosmetic characteristics, given that cosmetic characteristics usually vary as a function of featured attributes. This study will refer to the latter form of

Authors: Chang, Chingching.
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generate higher purchase intent than ads featuring two product attributes;
however, when there is ad repetition, ads featuring four product attributes will
not generate higher purchase intent than ads featuring two product attributes.
Impacts of Repetition Variation Strategies in a Competitive Viewing Context
Repetition Variation Strategies
Other than simply repeating the same ad messages with the same execution, there are other
possible presentations of message repetition. According to MacKenzie (1986), in an
advertising context, attribute repetitions can be delivered in two possible ways: (1) through
repetition of a specific ad that features the attribute; (2) through presenting different
advertisements that feature the same attribute. Schumann, Petty and Clemons (1990) have
further distinguished two types of repetition strategies and specifically tested their relative
effectiveness in different contexts.
One type of repetition strategy, termed cosmetic variation, pertains to message repetition
with changing visuals. Basic product messages are kept intact but the insubstantial features of
the ad are altered. Taking print advertising as an example, when advertisers adopt a cosmetic
variation strategy, they may vary color, graphics, fonts or layouts for the ad but hold the product
messages constant. The other type of repetition strategy is named substantive variation, which
refers to changing the message content (i.e., arguments, attributes) over repeated ad presentations
while keeping the cosmetic characteristics of the ads constant.
This study argues that it is also common for ads for the same brand to vary in terms of
attribute content, as well as cosmetic characteristics. It seems less likely that ads will feature
different product attributes without any cosmetic alterations, than that they will feature different
product attributes with changing cosmetic characteristics, given that cosmetic characteristics
usually vary as a function of featured attributes. This study will refer to the latter form of


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