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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  26 variation strategy, which can improve ad recognition, seems to be an effective strategy. On the other hand, if the objective of an ad campaign is to improve brand image, employing a substantive/cosmetic variation strategy seems to be more effective in terms of generating a sense of brand interest. This may be of special importance for hedonic products that are purchased to maximize emotional satisfaction. Findings of this study should be discussed within its limitations. Only one repetition was manipulated and, therefore, it is impossible to explore the curvilinear relationship between ad repetition and ad effectiveness measures, such as ad recall and brand evaluations. Secondly, ad repetition effects in the presence of competitive interference were not specifically compared to ad repetition effects in the absence of competitive interference. Therefore, the relative degrees of ad repetition effects with and without competing ads could not be established. Future explorations can specifically explore this research paradigm.

Authors: Chang, Chingching.
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26
variation strategy, which can improve ad recognition, seems to be an effective strategy. On the
other hand, if the objective of an ad campaign is to improve brand image, employing a
substantive/cosmetic variation strategy seems to be more effective in terms of generating a sense
of brand interest. This may be of special importance for hedonic products that are purchased to
maximize emotional satisfaction.
Findings of this study should be discussed within its limitations. Only one repetition was
manipulated and, therefore, it is impossible to explore the curvilinear relationship between ad
repetition and ad effectiveness measures, such as ad recall and brand evaluations. Secondly, ad
repetition effects in the presence of competitive interference were not specifically compared to
ad repetition effects in the absence of competitive interference. Therefore, the relative degrees
of ad repetition effects with and without competing ads could not be established. Future
explorations can specifically explore this research paradigm.


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