Ad Repetition and Variation in a Competitive Ad Context

競爭情境下廣告重複與廣告變化策略的效果

10.6504/JOM.2006.23.06.06

張卿卿(Ching-Ching Chang)

廣告重複 ； 廣告效果 ； 廣告變化策略 ； 廣告競爭情境 ； advertising effect ； advertising repetition ； advertising variation strategies ； competitive advertising context

管理學報

23卷6期（2006 / 12 / 01）

765 - 784

英文

本研究探討廣告競爭情境下廣告重複策略與廣告內容變化策略的影響。實驗結果發現在廣告競爭的情境下，廣告重複愈高，廣告再認、品牌態度、品牌有趣度與購賣意願也愈高；同時廣告重複次數愈高，受試者愈有可能在形成品牌態度時考量品牌的特性。同時，廣告中強調的商品特性數目會調節廣告重複次數的效果；當商品特性數目低時，重複次數高會造成預期的正面效果；但是當商品特性數目高時，重複次數高，則廣告效果愈低。最後，廣告變化策略也是探討的重點；研究結果發現，廣告重複時若使用「美妝策略」會較「實質／美妝策略」産生較佳的廣告再認；但是「美妝策略」會較「實質／美妝策略」産生較佳的廣告態度與廣告娛樂性認知。

How to reduce the negative influence of a competitive advertising context on ad effects has been a great concern for practitioners and thus an important question to explore. This study argues that ad repetition can enhance ad effects in a competitive ad context, where competing brands also run advertising. This study explored the effects of ad repetition on ad recognition, brand attitudes and purchase intention. In addition, this study argued that the number of product attributes can moderate the influence of ad repetition. This study further distinguished two ad variation strategies, substantive/cosmetic variation and cosmetic variation and predicted that different variation strategies would generate different effects. Findings of an experiment showed that that, in the presence of competitive interference, ad repetition significantly increased ad recognition; ad repetition also encouraged participants to take product beliefs into account when making product judgments; and finally, brand attitudes, brand interest ratings, and purchase intention improved with two ad exposures as opposed to one ad exposure. As expected, the number of product attributes moderated ad repetition effects. Finally, substantive/cosmetic variation and cosmetic variation generated different influences on cognitive and affective aspects of ad evaluation.

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