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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands