Advertising creativity and repetition
Lehnert, Till and Carlson placed creative and control commercials in a television programme to simulate natural viewing, with a one-week follow-up. Creative ads produced better recall, though repetition reduced that advantage. Creative ads were better liked, showed wear-in effects more quickly and were less prone to wearout. The full text was not read, so no sample sizes or effect sizes are used.
Lehnert, Till and Carlson placed creative and control commercials in a television programme to simulate natural viewing, with a one-week follow-up. Creative ads produced better recall, though repetition reduced that advantage. Creative ads were better liked, showed wear-in effects more quickly and were less prone to wearout. The full text was not read, so no sample sizes or effect sizes are used.
Written from the abstract and bibliographic record, 2026-11-03.
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Lehnert, K., Till, B. D., & Carlson, B. D. (2013). “Advertising creativity and repetition.” International Journal of Advertising, 32(2). doi:10.2501/IJA-32-2-211-231 https://doi.org/10.2501/IJA-32-2-211-231