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.
Abedi and Koslow

Management 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 better when consumers are casually surfing, but highly creative advertising works better when consumers are using media in a goal-directed way.
  • Occasionally, less creative advertising can improve brand attitudes, but it takes an usually long period of attention to do that—time most consumers are unwilling to give to an advertisement.

Introduction

Although advertising researchers are keenly interested in understanding the influence of digital media on consumers (e.g....

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