Can personalization or creativity reduce banner blindness?: An executive functions approach to media and creative strategies Farzad Abedi and Scott Koslow To counter banner blindness, practitioners often use a media-based personalized advertising strategy to target consumers. Personalisation Recall & recognition Creativity & effectiveness Digital media planning & buying Consumer decision making Biometric research Attention Abedi and KoslowManagement Slant Highly creative advertising works by improving attention to advertisements and brand attitudes, but personalized advertising focuses on improving memory. On the Internet, less creative, personalized advertising works...