All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  24 media spending wisely in a cluttered context has always been an important concern for advertisers. Since the effectiveness of a specific ad campaign varies with different levels of repetition throughout the campaign period, to better understand how ads work in the real world, research should not only take competitive interference into account, but should also consider how ad repetition may reverse the negative impacts of competitive interference. Findings of this study show that ad repetition increases ad recognition and brand evaluations. Other than the traditional effectiveness measures, such as brand attitudes, this study also explored the interest dimension of brand perceptions. As expected, ad repetition seems to delay the onset of tedium and rekindle a sense of brand interest. Additionally, consistent with Blair’s (2000) argument that sales persuasiveness can emerge even with a single exposure, this study demonstrates that ad repetition had a positive effect on purchase intent. Along with the direct impacts of ad repetition, other indirect effects also emerged. Specifically, ad repetition appeared to increase the accessibility of featured product attributes. As a result, subjects were more likely to take their product beliefs into account when developing their brand attitudes. Additionally, the moderating role of the number of featured product attributes has also been examined. Greater numbers of featured attributes led to more favorable brand judgments in terms of brand attitudes, brand interest ratings and purchase intent when there was only one message exposure. In clear contrast, when there were two message exposures, ads featuring four product attributes did not generate more positive brand interest ratings or higher levels of purchase intent than ads featuring two product attributes. Ads featuring two product attributes even generated significantly more positive brand attitudes under the repetition condition. It seems that processing ad messages featuring four product attributes repeatedly may involve more cognitive capacity and effort. Tedium may set in easily in a natural viewing context in which

Authors: Chang, Chingching.
first   previous   Page 24 of 31   next   last



background image
24
media spending wisely in a cluttered context has always been an important concern for
advertisers. Since the effectiveness of a specific ad campaign varies with different levels of
repetition throughout the campaign period, to better understand how ads work in the real world,
research should not only take competitive interference into account, but should also consider
how ad repetition may reverse the negative impacts of competitive interference.
Findings of this study show that ad repetition increases ad recognition and brand
evaluations. Other than the traditional effectiveness measures, such as brand attitudes, this
study also explored the interest dimension of brand perceptions. As expected, ad repetition
seems to delay the onset of tedium and rekindle a sense of brand interest. Additionally,
consistent with Blair’s (2000) argument that sales persuasiveness can emerge even with a single
exposure, this study demonstrates that ad repetition had a positive effect on purchase intent.
Along with the direct impacts of ad repetition, other indirect effects also emerged. Specifically,
ad repetition appeared to increase the accessibility of featured product attributes. As a result,
subjects were more likely to take their product beliefs into account when developing their brand
attitudes.
Additionally, the moderating role of the number of featured product attributes has also been
examined. Greater numbers of featured attributes led to more favorable brand judgments in
terms of brand attitudes, brand interest ratings and purchase intent when there was only one
message exposure. In clear contrast, when there were two message exposures, ads featuring
four product attributes did not generate more positive brand interest ratings or higher levels of
purchase intent than ads featuring two product attributes. Ads featuring two product attributes
even generated significantly more positive brand attitudes under the repetition condition. It
seems that processing ad messages featuring four product attributes repeatedly may involve more
cognitive capacity and effort. Tedium may set in easily in a natural viewing context in which


Convention
All Academic Convention is the premier solution for your association's abstract management solutions needs.
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 24 of 31   next   last

©2012 All Academic, Inc.