Editing Interference theory (section)

===Advertising===
It has been demonstrated that recall will be lower when consumers have afterward seen an ad for a competing brand in the same product class. Exposure to later similar advertisements does not cause interference for consumers when brands are rated on purchasing likelihood. This shows that [[Information processing (psychology)|information processing]] objective can moderate the effects of interference of competitive advertising. Competitive brand advertising not only interferes with consumer recall of advertising in the past but also interferes with learning new distinctive brand information in the future.<ref>{{cite journal | last1 = Burke | first1 = Raymond | last2 = Skrull | first2 = Thomas | year = 1988 | title = Competitive Interference and Consumer Memory for Advertising | journal = Journal of Consumer Research | volume = 15 | pages = 55–68 | doi=10.1086/209145}}</ref>

====Reducing competitive ad interference====
Repetition improves brand name recall when presented alone. When competitive advertising was presented, it was shown that repetition provided no improvement in brand name recall over a single exposure. The competitive ads interfered with the added learning from repetition. However, when the target brand name was shown using varying ad executions interference was reduced. Presenting ads in multi-modalities (visual, auditory) will reduce possible interference because there are more associations or paths to cue recall than if only one modality had been used. This is the principle of [[multimedia learning]]. Also, interference is increased when competing ads are presented in the same modality. Therefore, by presenting ads in multiple modalities, the chance that the target brand has unique cues is increased.<ref>{{cite journal | last1 = Unnava | first1 = H. Rao | year = 1994 | title = Reducing Competitive Ad Interference | journal = Journal of Marketing Research | volume = 31 | issue = 3| pages = 403–411 | doi=10.2307/3152227| jstor = 3152227 }}</ref>