Advertising creativity and repetition: recall, wearout and wearin effects

Material TypeArticleLanguageEnglish
TitleAdvertising creativity and repetition: recall, wearout and wearin effects Author(S)Kevin Lehnert (Author)
Abstract  Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads. However, the boundary conditions around this effect are less understood. This research examines how creativity influences recall across repeated ad exposures. Additionally, this paper investigates the influence of creativity on advertising wearin/wearout. We utilise creative and control commercials embedded in a television programme for a naturalistic viewing experience, along with a one-week follow-up measure ...Paginationp 211-232
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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