Competitive advertising interference and ad repetition effects: comparing high-share and low-share brands
Michel Laroche Concordia University, Montréal
Mark Cleveland University of Western Ontario
Irene Maravelakis Concordia University, Montréal
INTRODUCTION
Undoubtedly, the task of effectively reaching consumers has become increasingly more difficult and expensive, due to the fragmentation of consumer audiences and media, and rising levels of advertising clutter (Unnava & Sirdeshmukh 1994; Kotler 2003). It is therefore imperative that advertisers understand first which situational circumstances are apt to adversely affect the impact of a particular advertising communication effort and, second, which techniques can be employed to...