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Repetition variation

From Wikipedia, the free encyclopedia

In advertising, repetition variation is an advertising technique in which repeated ads contain slight variations in order to optimize their effectiveness and prevent advertising "wearout".[1]

There are several forms of repetition variation: cosmetic variation, where non-substantive portions of the ad are altered and substantive variation, where there is a conspicuous change in the ad.[2]

References

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  1. ^ David W. Schumann, D. Scott Clemons (1989). "THE REPETITION/VARIATION HYPOTHESES CONCEPTUAL AND METHOLOGICAL ISSUES". Advances in Consumer Research. 16: 529–534.
  2. ^ Gianluigi Guido (6 December 2012). The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness. Springer Science & Business Media. p. 77. ISBN 978-1-4615-1621-7.