Editing Interference theory (section)

====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>