gap. This study aimed at measuring the impact of creativity in Ads on Attitude toward Advertisement, Unaided Recall and … small role of creativity in causing high Ad recall while multiple regression analysis confirmed the supremacy of creative …

Consumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development … and ending with comprehensive model testing. Results demonstrate that perceptions of ad creativity are determined by the … interaction between divergence and relevance, and that overall creativity mediates their effects on consumer processing and …