Some recent research has shown that the presence of competitive advert
ising undermines the recall of a marketer's advertising. The authors u
se the encoding variability hypothesis to develop two approaches to co
unter the detrimental effects of competitive advertising. In the first
experiment, the use of varying ad executions is shown to help resist
competitive advertising better than repeating the same executions. In
the second experiment, changing the modality of target advertising to
be different from the modality of competitive advertising is shown to
reduce interference effects.