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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  3 Nevertheless, there has been a notable lack of attention paid to ad repetition effects in competitive ad contexts. Therefore, this study’s main concern is: can repetition counteract the negative impact of competitive interference on ad recall and brand evaluations? Past research has indicated that it is more meaningful to explore the effectiveness of ad repetition within a competitive context (e.g. Geiger, 1974). In line with this argument, this study will explore whether ad repetition is an effective technique in overcoming competitive interference for a new product. Blair (2000) has demonstrated that sales persuasiveness for a new product can be accurately measured even with a single exposure. Therefore, examination of a new product in a competitive ad context may have direct implications for advertisers. The primary objectives of this study are to (1) explore the effectiveness of ad repetition in comparison to no ad repetition and (2) compare two variation strategies, i.e., substantive/cosmetic variation and cosmetic variation. The former refers to strategies that vary both product attribute content and execution, whereas the latter refers to strategies that involve variations in ad execution only, not in product attribute content. Specifically, this study argues that, in the presence of competitive interference, ad repetition at low levels, as opposed to single ad exposure, will significantly improve ad recognition and enhance the salience of featured product attributes, which will further increase the likelihood that product beliefs will be taken into account when subjects develop product judgments. In addition, ad repetition will have positive impacts on brand attitudes and brand interest ratings, as well as purchase intent. Additionally, how ad messages are repeated will also be examined. The focus will be on the relative effectiveness of different ad variation strategies on ad recognition and perceptions of the ad campaign. Ad Repetition Effects Repetition is an important advertising tactic and has drawn a considerable amount of

Authors: Chang, Chingching.
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3
Nevertheless, there has been a notable lack of attention paid to ad repetition effects in
competitive ad contexts. Therefore, this study’s main concern is: can repetition counteract the
negative impact of competitive interference on ad recall and brand evaluations? Past research
has indicated that it is more meaningful to explore the effectiveness of ad repetition within a
competitive context (e.g. Geiger, 1974). In line with this argument, this study will explore
whether ad repetition is an effective technique in overcoming competitive interference for a new
product. Blair (2000) has demonstrated that sales persuasiveness for a new product can be
accurately measured even with a single exposure. Therefore, examination of a new product in a
competitive ad context may have direct implications for advertisers. The primary objectives of
this study are to (1) explore the effectiveness of ad repetition in comparison to no ad repetition
and (2) compare two variation strategies, i.e., substantive/cosmetic variation and cosmetic
variation. The former refers to strategies that vary both product attribute content and execution,
whereas the latter refers to strategies that involve variations in ad execution only, not in product
attribute content.
Specifically, this study argues that, in the presence of competitive interference, ad
repetition at low levels, as opposed to single ad exposure, will significantly improve ad
recognition and enhance the salience of featured product attributes, which will further increase
the likelihood that product beliefs will be taken into account when subjects develop product
judgments. In addition, ad repetition will have positive impacts on brand attitudes and brand
interest ratings, as well as purchase intent. Additionally, how ad messages are repeated will
also be examined. The focus will be on the relative effectiveness of different ad variation
strategies on ad recognition and perceptions of the ad campaign.
Ad Repetition Effects
Repetition is an important advertising tactic and has drawn a considerable amount of


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