______ refers to an ad creative/copy becoming less effective with an audience over time due to repetition or overexposure.

Creative fatigue accurately describes the phenomenon where an ad's effectiveness diminishes over time because the target audience has seen it too many times. This leads to decreased engagement and lower performance metrics. Advertisers combat this by regularly updating their ad creatives. Creative optimization is a broader term for improving ad performance, which might include addressing fatigue but isn't the phenomenon itself. Creative refresh is an action taken to combat fatigue, not the problem itself. Maximize clicks is an advertising objective, not a description of ad effectiveness decline.