Effectiveness of multiple executions

Mi hui Pak

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to multiple executions of advertising creative and their effectiveness under certain conditions.

Effectiveness of multiple executions

Mi hui Pak

Past research typically examine the effectiveness of running only one vs. two variations of the advertising creative, and to date, there does not seem to be any published research that investigates the optimal number of executions that can be run concurrently for the same brand. However, general findings suggest that running multiple executions can be effective under certain conditions.

In their presentation at an ARF workshop, Soloman and Scott (1999) note that there are good reasons for running multiple executions, but it depends on:

  • "What you say (communication goals).What...

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