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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  30 Advertising Research, 11, 14-20. Rethans, A. J., Swasy, J. L., & Marks, L. J. (1986). Effects of television commercial repetition, receiver knowledge, and commercial length: A test of the two-factor model. Journal of Marketing Research, 23, 50-61. Schumann, D., Petty, R. E., & Clemons, D. S. (1990). Predicting the effectiveness of different strategies of advertising variation: A test of the repetition-variation hypotheses. Journal of Consumer Research, 17, 192-202. Singh, S. N, & Clore, C. A. (1993). The effect of length, content and repetition on television commercial effectiveness. Journal of Marketing Research, 30, 91-104. Unnava, H. R., & Burnkrant, R. E. (1991). Effects of repeating varied ad executions on brand name memory. Journal of Advertising Research, 33, 406-416. Unnava, H. R., Sirdeshmukh, D. (1994). Reducing competitive ad interference. Journal of Marketing Research, 31, 403-411. Webb, P. H., & Ray, M. L. (1979). Effects of TV clutter. Journal of Advertising Research, 19(3), 7-12. Wyer, R. S., & Srull, T. K. (1986). Human cognition in its social context. Psychologist Review, 93, 322-359. Yi, Y. (1990). Contextual priming effects in pricing advertisements. Journal of Consumer Research, 17, 215-222. Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15-32.

Authors: Chang, Chingching.
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30
Advertising Research, 11, 14-20.
Rethans, A. J., Swasy, J. L., & Marks, L. J. (1986). Effects of television commercial
repetition, receiver knowledge, and commercial length: A test of the two-factor model. Journal of
Marketing Research, 23, 50-61.
Schumann, D., Petty, R. E., & Clemons, D. S. (1990). Predicting the effectiveness of
different strategies of advertising variation: A test of the repetition-variation hypotheses. Journal
of Consumer Research, 17, 192-202.
Singh, S. N, & Clore, C. A. (1993). The effect of length, content and repetition on
television commercial effectiveness. Journal of Marketing Research, 30, 91-104.
Unnava, H. R., & Burnkrant, R. E. (1991). Effects of repeating varied ad executions on
brand name memory. Journal of Advertising Research, 33, 406-416.
Unnava, H. R., Sirdeshmukh, D. (1994). Reducing competitive ad interference. Journal of
Marketing Research, 31, 403-411.
Webb, P. H., & Ray, M. L. (1979). Effects of TV clutter. Journal of Advertising Research,
19(3), 7-12.
Wyer, R. S., & Srull, T. K. (1986). Human cognition in its social context. Psychologist
Review, 93, 322-359.
Yi, Y. (1990). Contextual priming effects in pricing advertisements. Journal of Consumer
Research, 17, 215-222.
Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for
cognition. Journal of Advertising, 25(1), 15-32.


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