Ad and brand evaluation in a competitive processing context-The effects of number of attributes and repetition strategies

Abstract

This study proposes that the effectiveness of claim strategies and repetition strategies of the target ads will vary as a function of the presence of a competing ad. Findings demonstrated that, when the competitor’s ad was not present in the context, participants generated more favorable responses to ad messages that featured a lower number of attribute claims than a higher number of attribute claims and to ad messages that repeated with one mode of variation than with two modes of variation. In clear contrast, when the competitor’s ad was present in the context, participants, in general, generated more favorable responses to ad messages that featured a higher number of attribute claims than a lower number of attribute claims and to ad messages that repeated with two modes of variation than one mode of variation. The effects of one mode and two modes of repetition strategies have also been shown to be moderated by the number of attribute claims.