All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  25 subjects are not highly motivated to engage in message elaboration. Past studies have indicated that message configuration in terms of length and complexity moderates the effectiveness of message repetition. Therefore, it seems important for future research to take message configuration into account when examining ad repetition effects. Different types of repetition variations were identified and their relative effectiveness was explored. Ads with cosmetic variation generated more correct ad recognition than ads with substantive/cosmetic variation, which is consistent with the encoding variation hypothesis, which suggests that encoding the same message with different contextual cues increases the likelihood that the piece of information will be retrieved. On the other hand, the effectiveness of repetition variation strategies on ad campaign perceptions was also investigated. This study specifically distinguished between the affective and cognitive dimensions of ad perceptions. Findings showed that ads with substantive/cosmetic variation appeared to add a sense of fun or cleverness to the ads and enhanced ad liking and ad entertainment ratings. Yet, in terms of ad informativeness and ad diagnosticity, as expected, the two variation strategies did not generate different effects, given ads with the two repetition strategies conveyed the same amount of product information. Findings of this study have direct implications for marketers. This study shows that, in a competitive ad context, even one message repetition can enhance message effectiveness for a new brand in terms of generating more accurate ad recognition, and higher brand judgments and purchase intent. Therefore, media spending should be weighted more heavily toward the media in which competitive interference is serious. Especially for a new brand that is more subject to the negative influence of competing ad messages, to be visible to the target audience, repetition seems to be an important strategy. Secondly, how messages are repeated is also important. If the objective of an ad campaign is to increase awareness of product attributes, the cosmetic

Authors: Chang, Chingching.
first   previous   Page 25 of 31   next   last



background image
25
subjects are not highly motivated to engage in message elaboration. Past studies have indicated
that message configuration in terms of length and complexity moderates the effectiveness of
message repetition. Therefore, it seems important for future research to take message
configuration into account when examining ad repetition effects.
Different types of repetition variations were identified and their relative effectiveness was
explored. Ads with cosmetic variation generated more correct ad recognition than ads with
substantive/cosmetic variation, which is consistent with the encoding variation hypothesis, which
suggests that encoding the same message with different contextual cues increases the likelihood
that the piece of information will be retrieved. On the other hand, the effectiveness of repetition
variation strategies on ad campaign perceptions was also investigated. This study specifically
distinguished between the affective and cognitive dimensions of ad perceptions. Findings
showed that ads with substantive/cosmetic variation appeared to add a sense of fun or cleverness
to the ads and enhanced ad liking and ad entertainment ratings. Yet, in terms of ad
informativeness and ad diagnosticity, as expected, the two variation strategies did not generate
different effects, given ads with the two repetition strategies conveyed the same amount of
product information.
Findings of this study have direct implications for marketers. This study shows that, in a
competitive ad context, even one message repetition can enhance message effectiveness for a
new brand in terms of generating more accurate ad recognition, and higher brand judgments and
purchase intent. Therefore, media spending should be weighted more heavily toward the media
in which competitive interference is serious. Especially for a new brand that is more subject to
the negative influence of competing ad messages, to be visible to the target audience, repetition
seems to be an important strategy. Secondly, how messages are repeated is also important. If
the objective of an ad campaign is to increase awareness of product attributes, the cosmetic


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 25 of 31   next   last

©2012 All Academic, Inc.