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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
