The power of creative advertising : creative ads impair recall and attitudes toward other ads

Jin, Hyun Seung and Kerr, Gayle and Suh, Jaebeom and Kim, Hyoje Jay and Sheehan, Ben (2022) The power of creative advertising : creative ads impair recall and attitudes toward other ads. International Journal of Advertising, 41 (8). pp. 1521-1540. ISSN 0265-0487 (https://doi.org/10.1080/02650487.2022.2045817)

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Abstract

The purpose of the current research is to examine the effect of repetition upon recall and attitudes when a list of ads includes (vs. does not include) creative ads. We found significant context effects, as the presence of creative ads in a list decreased recall of, and attitudes towards, regular ads. The effects of repetition upon recall for regular ads decreased by 30% when those ads were shown alongside creative ads. When creative (vs. regular) ads were repeated, recall for non-repeated regular ads dropped by 70%. Furthermore, the current research found that regular ads were judged less favorably when a list of ads included creative ads. Overall, ad attitudes for the same regular ads were 10% lower when shown in the presence of creative ads. In order to avoid such impairment effects, the current research demonstrates why advertisers need to develop creative advertising.

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