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Dissertation
Consumer memory for ads of familiar versus unfamiliar brands: the role of ad variation
Doctor of Philosophy (Ph.D.), Drexel University
1995
DOI:
https://doi.org/10.17918/00000980
Abstract
Consumers' memory for an advertised brand is of great concern to advertisers. Recent research has shown that one way for advertisers to enhance consumer memory is to show different or varied ads for the same brand, from one ad exposure to the next, instead of repeating the same or identical ad. Cola giants, Coke and Pepsi, have done just that. However, the Coke ads (of the "Always Coca-Cola" campaign) are entirely different whereas the Pepsi ads (of the Diet Pepsi " ... uh-huh" campaign) are different yet essentially similar from one ad exposure to the next. Hence, the question that can be raised is: Which ad variation strategy is better?; is it more effective to develop and show ads that are completely different (e.g., Coke ads) or, are partially different ads (e.g., Diet Pepsi ads) more useful in enhancing memory and forestalling wearout? Also, because the emphasis of prior research has been on the effects of ad variation for unfamiliar brands even though, in practice, ads have been typically varied for familiar brands, another question that can be raised is: How useful is it to vary ads to different extents for familiar versus unfamiliar brands? This research provides answers to these questions. A lab experiment was conducted using a 2 (brand familiarity: familiar vs. unfamiliar brands) x 3 (ad variation: same vs. partially varied vs. completely varied ads) between-subjects factorial design, a fixed number of ad exposures, two different products, and brand name and ad claim recall as measures of memory. The findings of this study suggest that partially varied ads might be as useful as completely varied ads in enhancing memory for brand names and that familiar brands might be more likely than unfamiliar brands to benefit from ad variation if the goal is to enhance memory for the brand. Theoretical and practical implications are discussed.
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Details
- Title
- Consumer memory for ads of familiar versus unfamiliar brands
- Creators
- Anurag G. Hingorani
- Contributors
- Rolph Ely Anderson (Advisor) - Drexel University, Marketing
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Philosophy (Ph.D.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- x, 157 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- College of Business (and) Administration (1970-1999); Drexel University
- Other Identifier
- 991014970212104721