ADVERTISING STRATEGIES TO INCREASE USAGE FREQUENCY

Interest has been shifting from how consumers choose brands to how the y use brands. The authors focus on how advertising can best encourage consumers to use a mature brand in a new situation. They develop a sch ema congruity framework that integrates comparison advertising with su bstitution-in-use research. The framework suggests that situation comp arison ads favorably affect usage attitudes, but have no advantage ove r product comparison ads in enhancing a person's ability to recall the target brand in the target situation. The authors' empirical study sh ows increases in brand usage. The authors conclude with implications f or brand managers and researchers.