coherency between two advertisements

When companies make their first advertisement they usually make the first advertisement one which holds the flag for the product and company , so you could call the advert  a flagship advert. The second advert is one which implements and repeats features from the first ad to help the memorability of the ad in question. Repetition is a technique used in loads of different advertisements.  One of the most popular pieces of  repetition is the compare the meerkat advert in which the meerkat has its "Simples" tagline. For a lot of advertisements getting a tagline or enforcing a memorable quote into the brain of the viewer is essential as this sort of thing makes some adverts stand out from the rest. 

Repetition is good for creating franchises too. Churchill the dog is a good example of this. Churchill the dog has been advertising car insurance for more than 20 years now surviving thanks to his saying,"ohhhhhhh yes". This repetition and memorability is great for advertisement because it means that the company does not need to change the ad theme and genre and this is a much cheaper and ideal way of advertising.