En argumentation om berättelser - En studie om effektivitet och reklamkapital för repetitionsstrategier
Narrative advertisingRepetition variation strategyAdvertising effectivenessAdvertising equityWear-in & wear-out effects
Despite narrative advertising being an increasingly popular strategy among brands today, little research has examined the different expressions of repetition variation strategy in comparison to its alternative, argumentative advertising. Still unexplained is whether the appreciation and recognition created from successful storytelling-based commercial campaigns is a result of execution or the format itself. This study aims to investigate four repetition variation strategies, three narratives and one argumentative, to determine which one is the most effective and also which one that generates the highest advertising equity. An experiment was conducted through exposing four groups of Swedish High School students to text-based advertising manuscripts customized after format, where each group was exposed to ads on two separate occasions. The result showed evidence of narrative advertising being easier to comprehend, which according to theory should lead to higher advertising effectiveness. In contrast, our results showed indications but no significant results regarding effectiveness nor advertising equity between any of the stimuli, thus concluding that more elements disregarded in this study is needed to be incorporated in future research in order to investigate in what situations that narrative advertising exceeds argumentative advertising as a repetition variation strategy.