Repetition variation

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]

References

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

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[1] David W. Schumann, D. Scott Clemons (1989). "THE REPETITION/VARIATION HYPOTHESES CONCEPTUAL AND METHOLOGICAL ISSUES". Advances in Consumer Research. 16: 529–534.

[Guido2012-2] Gianluigi Guido (6 December 2012). The Salience of Marketing Stimuli: An Incongruity-Salience Hypothesis on Consumer Awareness. Springer Science & Business Media. p. 77. ISBN 978-1-4615-1621-7.