| Chapter 2: | Literature Review |
Chapter 2.
Literature Review
Ad Variation
Definition of Ad Variation
Ad variation is the strategy of presenting multiple versions of an ad for a product rather than repeating a single version of an ad multiple times. Schumann and Clemons (1989) define ad variation in terms of “cosmetic” or “substantive” variation. Cosmetic variation refers to changes that are more peripheral to the product or advertisement. Thus, cosmetic variation “might include changing the appearance of the ad using color, print style, format, or characterization” (Schumann & Clemons, 1989, p. 530). In contrast, substantive variation refers to changes that are central to the product such as changes in the message or arguments in the ad.
Schumann, Petty, and Clemons (1990) offer a similar definition. According to them, cosmetic variation means changes in “non-substantive” features of the ads while the basic product message is kept the same