Repetition variation explained

In advertising, repetition variation is an advertising technique in which repeated ads contain slight variations in order to optimize their effectiveness and prevent advertising "wearout".^[1]

There are several forms of repetition variation: cosmetic variation, where non-substantive portions of the ad are altered and substantive variation, where there is a conspicuous change in the ad.^[2]

Notes and References

1. David W. Schumann, D. Scott Clemons. 1989. THE REPETITION/VARIATION HYPOTHESES CONCEPTUAL AND METHOLOGICAL ISSUES. Advances in Consumer Research. 16. 529–534.
2. Book: Gianluigi Guido. The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness. 6 December 2012. Springer Science & Business Media. 978-1-4615-1621-7. 77.