How ads work: Wear-out

 

Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent. Another 450 field experiments suggest that changes in media, product, target segments, advertis

Generally speaking, it’s true that repeated exposure to the same ad is likely to result in it becoming better established in consumers’ memories. So, in this sense, advertising does “wear in”. However ...

This Knowledge Point article looks at advertising wear-out. Wear-out of TV ads is rare. Broadly speaking, the response an ad evokes — in terms of impact, memorability and enjoyment — changes very litt ...

In this paper, ZenithOptimedia's Andrew Green assesses the effectiveness of long-term advertising in the printed media. While newspapers and magazines have increased and diversified their content in a ...

Spike Cramphorn, chairman of add+impact®, believes that pre-testing can improve campaign decisions but not in the way it has been done so far. He outlines the theory and methodology for evaluating an ...

The current U.S. recency-based scheduling model focuses entirely on the short-term effects of advertising, arguing that in competitive markets the data show that response to advertising dissipates rap ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1987, Blai ...

In the mid- to late 1980s the ARP Group uncovered evidence relating to advertising effectiveness: advertising's selling power gets used up, or wears out, in a predictable fashion. As Gross Rating Poin ...

Two recent papers on advertising wearout appear to arrive at seemingly very different conclusions about advertising wearout. Blair and Rabuck (1998) offer a simple view of wearout based on empirical d ...

Discusses the problem of how to measure wearout, the point when an ad ceases to be effective. Over 50 studies since the 1960s have failed to produce a consensus. Reasons for this (discussed) are: most ...

Argues for the ARS Persuasion method of copytesting, on the grounds that it is both reliable and valid, being consistently related to sales success. Validation comes from relating tests to airing in ' ...

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 ...

In 1987 the Journal of Advertising Research published an article by the author entitled 'An Empirical Investigation of Advertising Wearin and Wearout'. This paper presented the results of four studies ...

Discusses the true reasons why research should be employed, and the key compenents of successful research. Concludes that research should not be undertaken when it is done for some reason other than t ...

Describes how Celestial Seasonings Inc. uses market research to improve return on investment: 1) using existing studies on profitability to determine how the marketing budget should be allocated; 2) a ...

American evidence on how children respond to advertising. Research into frequency and wearout is usually based on adult data, but the research quoted (from Nielsen and MediaWatch) suggests that childr ...

Using the example of a car commercial, the author argues that, however exceptional the creative execution, media over-exposure can numb viewers’ minds into a deep disinterest and reduce the effectiven ...

According to Leo Bogart, it is the quality, the intensity and above all, the meaning of an experience that counts, rather than its duration or the frequency with which it occurs. The notion of optimum ...

At an ARF workshop in 1991, Information Resources, Inc. (IRI) presented findings from its 'How Advertising Works' study, drawing upon the largest longitudinal database ever assembled of purchase behav ...

Based on their ad campaign tracking experiences over 20 years, Millward Brown now believe that in one vital respect much research evidence has systematically underestimated the extent to which magazin ...