IS REPEATING AD CREATIVITY AD NAUSEUM?

Abstract

This study examines two major areas of research – ad creativity and ad repetition. Specifically, the effect of ad creativity (Novelty, Meaningfulness and Connectedness) and repetition on various ad responses (attitudes, feelings and recall) were examined for a possible curvilinear trend. The results demonstrate the effectiveness of creative advertising and the significance of the three ad creativity dimensions by illustrating the favorable effects of Creative (Novel-Meaningful-Connected) ads over other forms of Less Creative but Novel ads in eliciting higher recall. Our results also demonstrate that when Creative ads are repeated, upbeat feelings may increase at moderate levels of exposure but deteriorate after high levels of exposure. Additionally, our research shows that when Novel–Less Meaningful–Less Connected ads are adopted, high levels of exposures are required to elicit greater upbeat feelings. Our research also suggests that recall increases when ads are Novel–Meaningful–Connected and Novel-Less Meaningful-Less Connected at various levels of exposures. Further, the results on brand name and headline recall provide further evidence demonstrating the superiority of Creative over Less Creative but Novel ads. Our study also shows that attitude confidence is enhanced when ad exposures are increased from low to moderate levels but not when increased from moderate to high levels. Additionally, moderately strong correlations between A Brand/Ad – B WOM are observed. Overall, our research demonstrates the dynamics of ad creativity and ad repetition, and explored the repetition effect on attitude confidence and the effect of attitude confidence on A-B relation. Theoretical and managerial implications are discussed and directions for future research presented.