The Matching Effect of Information Abstractness and Repetition Strategy in Continuous Exposure of Targeted Advertising
With the empowerment of technology,targeted advertising can be delivered to the target consumers repetitively in a short period to promote conversion,and the advertising content can be slightly changed to attract attention.However,the strategy of unchanged content in repetitive advertising exposure is still favored by some advertisers,such as splash ads.This Study explores whether the targeted advertising should adopt slightly changed or unchanged content in its short-term continuous exposure.Based on the construal level theory,this research divides advertising content into abstract information such as intan-gible brand benefits,and concrete information such as specific product attributes.We suppose that the abstract information can match with the unchanged content in the repetition strategy due to advertising processing fluency for viewers;whereas the con-crete information is more compatible with the changed content in the repetition strategy,which can improve the advertising per-formance.The results of two scenario experiments show that the unchanged content strategy can induce higher click intention and product evaluation for advertising of abstract information.On the contrary,changed content increases the click intention and product evaluation for advertising of concrete information.Processing fluency is an effective underlying mechanism for the above matching effect.
万方数据
维普
