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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  13 competing ad information. Within the encoding variability hypothesis, they have reasoned that the presence of more than one contextual path should make the brand name much more salient and retrievable, thus making it less susceptible to the influence of competitive interference. This study primarily concerns the relative effectiveness of cosmetic variation and substantive/cosmetic variation. It is important to note that cosmetically varied ads repeat the same information across exposures. As the encoding variability hypothesis suggests, identical information that is presented in varied contexts should be memorable and enhance message retrieval. On the other hand, substantively/cosmetically varied ads change cosmetic content, as well as featured attributes, across ads. That is, neither ad content nor ad execution stays the same across different ad versions. Therefore, it is more likely to cause confusion and will lead to impaired ad recognition. Hypothesis 5: In a competitive ad context, cosmetic ad variation will generate more correct ad recognition than substantive/cosmetic ad variation. Variation Strategies on Ad Campaign Perceptions Changes in ad execution have been shown to rekindle ad perceivers’ interests in advertising (Gelb & Zinkhan, 1985). Therefore, the impacts of variation strategies should not be limited to ad or brand memory. Ad attitudes in general should also be enhanced when variation strategies are adopted for ad repetition. For example, Schumann, Petty and Clemons (1990) have indicated that for low product-relevant subjects, viewing four varied ads for the same product generates more favorable attitudes toward the ad campaign than viewing the same ad four times. Haugtvedt, et al. (1994) have demonstrated that when subjects are exposed to cosmetically varied ad messages, they generate more ad feature recall in comparison to situations in which subjects are exposed to substantively varied ad messages. However, when subjects are exposed to substantively varied ad messages, they generate more product-related thoughts in comparison

Authors: Chang, Chingching.
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competing ad information. Within the encoding variability hypothesis, they have reasoned that
the presence of more than one contextual path should make the brand name much more salient
and retrievable, thus making it less susceptible to the influence of competitive interference.
This study primarily concerns the relative effectiveness of cosmetic variation and
substantive/cosmetic variation. It is important to note that cosmetically varied ads repeat the
same information across exposures. As the encoding variability hypothesis suggests, identical
information that is presented in varied contexts should be memorable and enhance message
retrieval. On the other hand, substantively/cosmetically varied ads change cosmetic content, as
well as featured attributes, across ads. That is, neither ad content nor ad execution stays the
same across different ad versions. Therefore, it is more likely to cause confusion and will lead
to impaired ad recognition.
Hypothesis 5: In a competitive ad context, cosmetic ad variation will generate more correct ad
recognition than substantive/cosmetic ad variation.
Variation Strategies on Ad Campaign Perceptions
Changes in ad execution have been shown to rekindle ad perceivers’ interests in advertising
(Gelb & Zinkhan, 1985). Therefore, the impacts of variation strategies should not be limited to
ad or brand memory. Ad attitudes in general should also be enhanced when variation strategies
are adopted for ad repetition. For example, Schumann, Petty and Clemons (1990) have
indicated that for low product-relevant subjects, viewing four varied ads for the same product
generates more favorable attitudes toward the ad campaign than viewing the same ad four times.
Haugtvedt, et al. (1994) have demonstrated that when subjects are exposed to cosmetically
varied ad messages, they generate more ad feature recall in comparison to situations in which
subjects are exposed to substantively varied ad messages. However, when subjects are exposed
to substantively varied ad messages, they generate more product-related thoughts in comparison


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