Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore how creative advertisements can actually hurt the performance of regular ads shown alongside them. They discuss why brands with smaller budgets should still prioritize creativity to avoid getting lost in the mix.
Topics covered:
- [01:00] "The Power of Creative Advertising: Creative Ads Impair Recall and Attitudes Towards Other Ads"
- [03:00] How creative ads affect surrounding regular ads
- [04:35] The dramatic drop in recall when creative ads are repeated
- [05:10] Why regular ads are judged more harshly after creative ones
- [06:30] The "Super Bowl effect" and competitive ad environments
- [07:00] Creating memorable ads on smaller budgets
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Jin, H. S., Kerr, G., Suh, J., Kim, H. J., & Sheehan, B. (2022). The power of creative advertising: Creative ads impair recall and attitudes toward other ads. International Journal of Advertising, 41(3), 1-21.
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