Advertising creativity and repetition: recall, wearout and wearin effects
Grand Valley State University
Brian D. Till
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...