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Ad repetition effects: the influence of amount and type of elaboration

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Repetition of advertising is a ubiquitous and accepted facet of our consumption environment. Marketers repeat their messages because repeated exporture to the message, up to a certain point, leads to favourable impressions of the brand. This observations is based on the findings reported in several adversting studies. However, a surprinsingly large number of published studies also fail to find such an effect of ad repetition. In this paper, the authors investigate the cause for this observations by examining variables that characterize the every-day settings in which consumers encounter these messages. Findings from two studies suggest that the effect of ad repetition on judgment is obeserved when the ad message receives two complementary types of elaboration -relational elaboration, which facilitates the generation of a comparison referent, and item-specific elaboration, which foster the representation of the message information in memory. When the ad context or the ad execution (eg, ad copy) does not facilitate these two types of elaboration, the effect of ad repetition is not observed. These findings also clarify an important distinction between the amount of message elaboration and the type of elaboration it receives. The paper concludes by offering a "juke-box" model of advertising persuasion, which describes how these two dimensions of message elaboration, the amount and type, interact to produce persuasion.

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en

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application/pdf

Resource resource URL

http://flora.insead.edu/fichiersti_wp/inseadwp2000/2000-17.pdf

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Copyright INSEAD. All rights reserved