Summary
Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads. However, the boundary conditions around this effect are less understood. This research examines how creativity influences recall across repeated ad exposures. Additionally, this paper investigates the influence of creativity on advertising wearin/wearout. We utilise creative and control commercials embedded in a television programme for a naturalistic viewing experience, along with a one-week follow-up measure. We find that creative advertisements exhibit higher recall, though repeated exposures reduce this advantage. Further, creative ads are more liked, demonstrate wearin effects more quickly and are less susceptible to wearout.

Summary
Clients and agencies have many different reasons for making new work: partly it's self-interest as both can make their names from new work and partly it's a kind of restlessness - they tire of their own ads long before the public does. But mostly it is because of a genuine concern about wear-out. If people stop responding to communications, then they are a waste of money; and if ads become irritating, they can damage the brand. But this brief article argues that wear-out is not really that common as most TV ads are only seen a handful of times and prompted ad awareness scores are typically well under 40%. Research has shown that familiarity boosts ad effectiveness, so why aren't more clients and agencies looking to achieve ad wear-in?

Summary
Analysis of Millward Brown's data indicates that brands can "go dark" - i.e. stop or suspend TV advertising - for six months or so with little deleterious effect, but longer periods are likely to weaken brand health. Moreover, once a decline sets in, it may be hard to reverse. Supporting a brand in other media may provide some protection in the absence of TV but, overall, the best way to ensure long-term brand health is to maintain levels of spend.

Summary
This Knowledge Point article looks at advertising wear-out. Broadly speaking, the response generated by a TV ad doesn't change much over time. True "wearout" of a TV ad is rare, and many TV ads could have a longer useful life than advertisers realize. The one real exception to this rule has to do with ads that focus on product news. Such ads will become less effective over time, because the people who are receptive to the message will be persuaded quickly, while those who are not receptive will not be won over by repeated viewings. Saturation of media weight over a short space of time can also create the impression of ad wearout; however, in such cases it may be the media buying strategy, rather than the effectiveness of the specific execution, that needs to be reviewed.

Summary
Celebrity endorsement is a salient executional strategy in China, where national celebrities often endorse more than 20 brands. This paper adopts a relational perspective to examine this research issue. The relational perspective is driven by three core Chinese cultural values: collectivism, risk aversion, and power distance. The authors propose a model that postulates how celebrity-worship leads to value transfer that, in turn, affects brand purchase intent. Findings from a survey involving 1,030 respondents from a national panel of consumers, showed that consumer celebrity worship is a significant antecedent to endorser effects; over-endorsement by a celebrity is an important moderator; and the model is robust across both sports and entertainment celebrities.

Summary
In this article from the "Mythbuster" series in Admap, Les Binet and Sarah Carter challenge the idea that novelty and creativity are inextricably connected. They argue that once advertisers have found a successful creative formula they should stick to it since campaign wear out takes much longer than is commonly feared, and the relentless pursuit of the new can prove a waste of money. Recent research has stressed the role of emotion building in creating successful campaigns, and the authors contend this emotional impact is more likely to be created by taking a consistent, long-term approach to creativity than supporting continual change. The longevity of many successful pack designs is further evidence, they argue, that consistency and commitment can pay dividends.

Summary
This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of wearout.

Summary
Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent. Another 450 field experiments suggest that changes in media, product, target segments, advertising scheduling, and advertising content are more likely to yield changes in sales than do changes in advertising weight. Numerous other studies suggest that advertising wear-in does not exist or occurs quite rapidly while advertising wear-out occurs more slowly. Details of and differences in these results by condition are discussed in this article. From an issue of JAR devoted to `empirical generalisations’: the papers were first presented at a conference at the Wharton School, University of Pennsylvania in December 2008.

Summary
Generally speaking, it’s true that repeated exposure to the same ad is likely to result in it becoming better established in consumers’ memories. So, in this sense, advertising does “wear in”. However, it’s very unusual for an individual ad to communicate more clearly, or to become more impactful, enjoyable or persuasive, through repeated exposures. Occasionally, though, a “breakthrough” ad in a campaign, synergistic use of media within the campaign, or a clever marketing concept, may help the creative idea become better established, making it more likely that campaigns will wear in over time.

Summary
In this paper, ZenithOptimedia's Andrew Green assesses the effectiveness of long-term advertising in the printed media. While newspapers and magazines have increased and diversified their content in an effort to increase circulation, this may have led to simply more pages for readers to skim over rather than to digest. Wearout is also a common occurrence with regard to television advertising, so much depends on securing the right contact, context and content to avoid this happening in the printed arena.