Advertising Wearout: What is Wearout Anyway?

Studies on television wearout conducted over the past 30 years show inconclusive results, underscoring the complexity of the process and the number of factors that need to be examined to understand it.

What Is Wearout Anyway?

Douglas R ScottMillward Brown andDebbie SolomonJ. Walter Thompson

INTRODUCTION

Studies on television wearout conducted over the past 30 years show inconclusive results, underscoring the complexity of the process and the number of factors that need to be examined to understand it. Recent evidence from Millward Brown demonstrates that focusing on only a few factors can underestimate the longer-term impact of advertising. When wearout occurs depends on what you say, how you say it, who you say it to, and on the media plan. The article also comments on wearout in print.

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