What we know about wearout and decay

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Wearout can occur when an advert is over-exposed. Advertising wearout is not common but it can be avoided with engaging creative and careful media planning. Decay can set in when brands decide not to advertise for long periods of time and can be very difficult to reverse. The rate of decay is driven by brand size and growth trajectory.

Definitions

Wearout occurs when an advertising campaign loses its effectiveness after repeated exposure. Decay represents the decline in product sales when advertising is discontinued.

Key insights

1. Advertising wearout is rare

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