All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  5 frequency are employed, but does not emerge when absolute measures of frequency are considered. In other words, the presence of competitive interference should be taken into account when exploring ad repetition effects. Ad Repetition Effects in a Competitive Ad Context Repetition Effects on Ad Memory in a Competitive Ad Context A number of studies have indicated that competing ads in the viewing environment cause memory interference. According to Percy and Rossiter (1980), interference characterizes the process through which individuals’ learning or recall of a stimulus is impaired by their exposure to information about other stimuli. Keller (1987) has argued that recall interference effects can be attributed to retrieval failure. Drawing upon the associative network model of memory, Keller (1991) has reasoned that additional learned information spreads the associative network of memory. Due to the spreading effect, it becomes more difficult to activate corresponding nodes in the associative network of memory at the time of retrieval. In other words, as the number of links increases, the likelihood of retrieving each individual piece of associated information decreases. It has generally been shown that, as the number of ads present in the ad processing environment increases, recall of brand information declines (Keller, 1991). For example, Burke and Srull (1988) have demonstrated that ads for competing brands in the same product category, as well as ads for the same product, but a different model, from the same manufacturer caused problems in recalling information about the target brand. Kumar (2000) has indicated that, even when ads are not for products in the same category, the increased similarity of ad visuals reduces subjects’ ability to recall the brand name in the target advertisement. This line of research pertains to the interference of competing ads on message recall without considering the possible counteracting influence of ad repetition.

Authors: Chang, Chingching.
first   previous   Page 5 of 31   next   last



background image
5
frequency are employed, but does not emerge when absolute measures of frequency are
considered. In other words, the presence of competitive interference should be taken into
account when exploring ad repetition effects.
Ad Repetition Effects in a Competitive Ad Context
Repetition Effects on Ad Memory in a Competitive Ad Context
A number of studies have indicated that competing ads in the viewing environment cause
memory interference. According to Percy and Rossiter (1980), interference characterizes the
process through which individuals’ learning or recall of a stimulus is impaired by their
exposure to information about other stimuli. Keller (1987) has argued that recall interference
effects can be attributed to retrieval failure. Drawing upon the associative network model of
memory, Keller (1991) has reasoned that additional learned information spreads the
associative network of memory. Due to the spreading effect, it becomes more difficult to
activate corresponding nodes in the associative network of memory at the time of retrieval.
In other words, as the number of links increases, the likelihood of retrieving each individual
piece of associated information decreases.
It has generally been shown that, as the number of ads present in the ad processing
environment increases, recall of brand information declines (Keller, 1991). For example,
Burke and Srull (1988) have demonstrated that ads for competing brands in the same product
category, as well as ads for the same product, but a different model, from the same
manufacturer caused problems in recalling information about the target brand. Kumar (2000)
has indicated that, even when ads are not for products in the same category, the increased
similarity of ad visuals reduces subjects’ ability to recall the brand name in the target
advertisement. This line of research pertains to the interference of competing ads on message
recall without considering the possible counteracting influence of ad repetition.


Convention
All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention.
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 5 of 31   next   last

©2012 All Academic, Inc.