EFFECTS OF AD CREATIVITY AND AD REPETITION ON CONSUMER ATTITUDES, FEELINGS AND RECALL

Abstract

This study brings together prior research on advertising effects from two important perspectives: ad creativity and ad repetition. Specifically, the effects of ad creativity along the dimensions of Novelty, Meaningfulness, and Connectedness; and ad Repetition on attitudes, feelings, and unaided recall, are examined. The results illustrate the effectiveness of creative advertising and the importance of all three dimensions by demonstrating the superior effects of Creative (Novel-Meaningful-Connected) ads over other ad creativity forms, particularly Least Creative (Less Novel-Less Meaningful-Less Connected) ads, in eliciting more favourable ad attitudes (Aad-c and Aad-nc), more upbeat and net (positive) feelings, and higher recall, during the first and repeated exposures. As hypothesised, when Novelty and Connectedness were present, Less Meaningful ads evoked more thoughts than Meaningful ads. Our results demonstrated that with ad repetition, Novelty led to slightly more favourable Aad-c while less novel ads resulted in a significant decline in Aad-c. Novelty also resulted in even more favourable Aad-nc compared to Less Novel ads when there was repetition. Regarding the interaction effects of connectedness and ad repetition, Connected ads saw a lesser decrement in Aad-nc compared to their Less Connected counterparts during repetition. Overall, our research illustrates the dynamics of ad creativity. In all, creative advertising is most effective when the ad is Novel-Meaningful-Connected. Theoretical, methodological, and managerial implications are discussed and directions for future research presented.