Advertising creativity and repetition: recall, wearout and wearin effects

Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads.

Advertising creativity and repetition: recall, wearout and wearin effects

Kevin Lehnert

Grand Valley State University

Brian D. Till

Xavier University

Brad D. Carlson

Saint Louis University

Introduction

Creativity in advertising is an important consideration in understanding marketing communications as it serves to help marketing messages break through clutter and leave a lasting impression in the consumer’s mind. The importance of the topic to marketers is highlighted by the considerable attention that advertising creativity has received in recent marketing literature. Specifically, creativity has been investigated as it relates to recall (Till & Baack 2005; Ang et al.2007; Baack...

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