政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/17193

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題名:	Ad Repetition and Variation in a Competitive Ad Context
作者:	張卿卿 Chang, Chingching
日期:	2003
上傳時間:	2008-12-18 11:56:54 (UTC+8)
摘要:	This study explores ad repetition and variation effects for a new brand in a competitive ad context in which ads for the leading brand in the same category are present. In the presence of competitive interference, ad repetition significantly increases ad recognition. Ad repetition also encourages subjects to take product beliefs into account in making product judgments. In addition, brand attitudes, brand interest ratings and purchase intent are improved with two ad exposures over one ad exposure. The number of product attributes has also been shown to moderate ad repetition effects. Moreover, two ad variation strategies are distinguished, i.e., substantive/cosmetic variation and cosmetic variation. The relative effectiveness of the two variation strategies on ad recognition and ad campaign perception is examined
關聯:	Annual conference of International Communication Association
資料類型:	conference
顯示於類別:	[廣告學系] 會議論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
1-31.pdf		271Kb	Adobe PDF2	1147	檢視/開啟

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