Advertising Strategies to Increase Usage Frequency
Journal of Marketing (1996): 31-46
16 Pages Posted: 2 Aug 2014
Date Written: January 1, 2006
Interest has been shifting from how consumers choose brands to how they use brands. The authors focus on how advertising can best encourage consumers to use a mature brand in a new situation. They develop a schema congruity framework that integrates comparison advertising with substitution-in-use research. The framework suggests that situation comparison ads favorably affect usage attitudes, but have no advantage over product comparison ads in enhancing a person's ability to recall the target brand in the target situation. They authors' empirical study shows increases in brand usage. The authors conclude with implications for brand managers and researchers.
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