Consumer memory of advertising plays an important role in consumer's brand choice decisions. However, the presence of advertising for competing brands limits a consumer's ability to recall distinctive brand information. That is called competitive interference.
The purposes of this study is to investigate the effect of repetition, variation, and pulsing schedules of advertising, as ways of reducing forgetting brand information in the context of advertising competition.
The results generally support our hypotheses that:
1) Consumer recall of brand information is inhibited as a result of exposures to ads of competing brands in the same product class.
2) The presence of advertising for competing brands influences the effect of ad repetition on consumer memory. Repetition had a positive effect on recall only when there is little or no ad for competing brands
3) Varied ads are more effective on recall of brand information under the pulsing policy.
It is not supported in the hypothesis that the timing patterns have different effects on recall of brand information depending on the levels of competitive interference. But it is found that varied ads are effective on recall of brand information in the context of advertising competition. It is suggested that varying ad execution is a way to overcome the competitive interference.
