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Predicting the Effectiveness of Different Strategies of Adve

            This study focuses its attention on the message as the input variable and knowledge and attitudes about the repetition of commercials after viewing them as output variables. Concentrated output variables include exposure, interest and memory. The use of message is analyzed through the study of the effects of repeated advertisements on college students. Their knowledge and attitudes about two specific products are tested after viewing 4 advertisements about each product with cosmetic differences or 4 advertisements with substantive variations. Exposure to a static message found that there was a loss of interest in the product. When the subject was exposed to a message that changed an aspect of the message, cosmetic or substantive, the viewer was found to have interest in the product and it created an impression in their memory that would lead them to purchasing this product. .
             Cosmetic differences involve showing the same product with alternative "colors, graphics, print fonts and layout." Substantive variation implies changing the product arguments while the cosmetic features of the ad remain the same. The advertisements include different reasons to use the products. .
             What the research was able to discover is that the "cosmetic variation strategy had greater impact on attitudes when motivation to process the ad was low and the substantive variation strategy was influential when motivation to process the ad was high." The use of repetition of advertisements can lead to weakened effectiveness. However, if the material within the ads is varied, such as the colors or messages, liking for the products will increase. "Cosmetic and substantive variation strategies provide exposure to different stimuli across repetition of messages." .
             The type of persuader that will be able to use this information to their benefit will be Media Planners and Designers in media agencies such as MindShare, Inc.


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