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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  8 brand are reduced when multiple competing ads are present, as opposed to when no competing ads are in the context. Baumgardner, et al.’s (1983) examination of the durability of brand evaluations in a cluttered viewing context has shown that brand deterioration is more serious when ads appear in the context of ad messages for twelve other brands in the same product category than in the context of ad messages for twelve brands in different product categories. What we can conclude from these findings is that, as the degree of ad clutter increases, evaluation of the target brand deteriorates, especially when the competing ads are for brands in the same category. Given that a typical ad viewing context can be characterized by serious clutter from competing ads in the same product category and evaluation deterioration caused by competitive interference is likely to be serious, it is thus important to explore whether ad repetition can reduce the negative effects of ad clutter on brand evaluations. D’Souza and Rao (1995) have demonstrated a positive effect of repetition on brand evaluations in a cluttered context. Their study has indicated that, even in a mature market with competing brands, increasing repetition can generate relative brand preference. However, Burke and Srull (1988) have not found a significant impact of ad repetition on brand evaluations in a cluttered ad context. In sum, empirical evidence regarding the relationship between ad repetition and brand evaluation in a cluttered, competitive context is controversial and limited. Therefore, it is still necessary to further explore this topic. In line with past research, this study argues that, with the interferences from competing brands, a new brand is likely to be evaluated in a relatively negative light. However, it is also important to note that, in this study, ad repetition does not involve repeating the exact same ad, but repeating similar ads for the same brand with different execution or content. Therefore, ad repetition is likely to build up familiarity without letting tedium set in. This study proposes that,

Authors: Chang, Chingching.
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brand are reduced when multiple competing ads are present, as opposed to when no competing
ads are in the context. Baumgardner, et al.’s (1983) examination of the durability of brand
evaluations in a cluttered viewing context has shown that brand deterioration is more serious
when ads appear in the context of ad messages for twelve other brands in the same product
category than in the context of ad messages for twelve brands in different product categories.
What we can conclude from these findings is that, as the degree of ad clutter increases,
evaluation of the target brand deteriorates, especially when the competing ads are for brands in
the same category.
Given that a typical ad viewing context can be characterized by serious clutter from
competing ads in the same product category and evaluation deterioration caused by competitive
interference is likely to be serious, it is thus important to explore whether ad repetition can
reduce the negative effects of ad clutter on brand evaluations. D’Souza and Rao (1995) have
demonstrated a positive effect of repetition on brand evaluations in a cluttered context. Their
study has indicated that, even in a mature market with competing brands, increasing repetition
can generate relative brand preference. However, Burke and Srull (1988) have not found a
significant impact of ad repetition on brand evaluations in a cluttered ad context. In sum,
empirical evidence regarding the relationship between ad repetition and brand evaluation in a
cluttered, competitive context is controversial and limited. Therefore, it is still necessary to
further explore this topic.
In line with past research, this study argues that, with the interferences from competing
brands, a new brand is likely to be evaluated in a relatively negative light. However, it is also
important to note that, in this study, ad repetition does not involve repeating the exact same ad,
but repeating similar ads for the same brand with different execution or content. Therefore, ad
repetition is likely to build up familiarity without letting tedium set in. This study proposes that,


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