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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  15 diagnosticity, since ads with the two variation strategies contain the same amount of ad content. Hypothesis 6: When repetition variation strategies are employed, the substantive/cosmetic variation strategy is more effective in terms of creating more favorable ad liking and ad entertainment ratings than the cosmetic variation strategy, yet the substantive/cosmetic variation strategy is not more effective in terms of ad informativeness and ad diagnosticity. Methodology Design This was a two-factor experimental design (see Table 2). The two factors were: number of product attributes featured in the target ad (two levels: two product attributes versus four product attributes) and type of repetition (three levels: no repetition, repetition with cosmetic and substantive variation, repetition with cosmetic variation). --------------------------------- Table 2 about here --------------------------------- Selection of Products and Brands Sneakers were selected as the product category in this experiment. Sperry, a brand that was not marketed in the area where the experiment was conducted, was selected to be the target brand. The competing brand was Nike, which was ranked top in market share in the area where the experiment was conducted. Subjects This study recruited one hundred and twenty-six subjects from undergraduate classes at a university in Taiwan. The translation and translation back procedure suggested by Brislin (1987) was adopted to create the measures for this study. Only students who did not major in

Authors: Chang, Chingching.
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diagnosticity, since ads with the two variation strategies contain the same amount of ad content.
Hypothesis 6:
When repetition variation strategies are employed, the substantive/cosmetic
variation strategy is more effective in terms of creating more favorable ad liking
and ad entertainment ratings than the cosmetic variation strategy, yet the
substantive/cosmetic variation strategy is not more effective in terms of ad
informativeness and ad diagnosticity.
Methodology
Design
This was a two-factor experimental design (see Table 2). The two factors were: number of
product attributes featured in the target ad (two levels: two product attributes versus four product
attributes) and type of repetition (three levels: no repetition, repetition with cosmetic and
substantive variation, repetition with cosmetic variation).
---------------------------------
Table 2 about here
---------------------------------
Selection of Products and Brands
Sneakers were selected as the product category in this experiment. Sperry, a brand that
was not marketed in the area where the experiment was conducted, was selected to be the target
brand. The competing brand was Nike, which was ranked top in market share in the area where
the experiment was conducted.
Subjects
This study recruited one hundred and twenty-six subjects from undergraduate classes at a
university in Taiwan. The translation and translation back procedure suggested by Brislin
(1987) was adopted to create the measures for this study. Only students who did not major in


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