Advertising Wearout: Advertising Wearin and Wearout: Ten Years Later - More Empirical Evidence and Successful Practice

In 1987 the Journal of Advertising Research published an article by the author entitled 'An Empirical Investigation of Advertising Wearin and Wearout'.

Advertising Wearin and Wearout: Ten Years Later-More Empirical Evidence and Successful Practice

Margaret Henderson BlairandMichael J Rablickrsc The Quality Measurement Company

INTRODUCTIONTen years ago, 'An Empirical Investigation of Advertising Wearin and Wearout' (Blair, 1987) presented data which demonstrated not only the ability of pretesting to predict advertising's in-market effect, but also how that advertising's selling power is delivered in market. The past decade has yielded a great deal more evidence on both subjects. Ten separate studies with a total of 500 observations have supported the original findings and provided insight into additional areas such as how...

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