- Highly creative advertising is critically important for less familiar brands.
- Although highly creative advertising improves consumer attention to advertisements for highly familiar brands, brand affect may sometimes suffer.
- If highly familiar brands do seek out highly creative advertisements, they should ensure that the advertisement implicatures are “on brand” to retain their attitudinal advantages with consumers.
Researchers have made important strides in understanding what drives advertising effectiveness, and, not surprisingly, significant attention has been given to the effects of creativity. Although the case for how creative advertising benefits brands has been made frequently (...