Some recent research has shown that the presence of competitive advertising undermines the recall of a marketer's advertising. The authors use the encoding variability hypothesis to develop two approaches to counter the detrimental effects of competitive advertising. In the first experiment, the use of varying ad executions is shown to help resist competitive advertising better than repeating the same executions. In the second experiment, changing the modality of target advertising to be different from the modality of competitive advertising is shown to reduce interference effects.
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Unnava et al. (1994) studied this question.
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