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EMAC 2024 Annual


Making of Sticky Ads: Sequels in Advertising
(A2024-119634)

Published: May 28, 2024

AUTHORS

Patrali Chakrabarty, Independent Researcher; Ashish Galande, Indian Institute of Management, Udaipur; Prakash Satyavageeswaran, Indian Institute of Management Udaipur; Rajesh Nanarpuzha, Indian Institute of Management Udaipur

ABSTRACT

In this paper, we define sequel advertisements and use the repetition – variation framework to understand how sequel advertisements are operationalized. In the process, we also study how sequel advertisements lead to improved customer recall and higher brand attitudes. We use three experiments to find that sequel advertisements are more effective on consumer recall and brand attitudes as compared to new advertisements. The studies also help uncover that the message format of the first advertisement moderates the effectiveness of the sequel advertisement. We find that the consumers’ ability to recognize the connection between the advertisements mediates the effectiveness of the sequel advertisement and that extending the plot while retaining the characters is the most effective sequel advertising strategy. We provide guidelines to managers on how to effectively operationalize sequel advertisements.