Wearout

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Definition: Advertising wearout is the decline in an ad's overall effectiveness over time due to repeated exposure.

This Knowledge @ Hand Brief reviews:

  1. Wearout and Wearin Factors – Attention, Time Period, GRP Weight, Effectiveness

  2. Brand Familiarity and Wearout

  3. Online Ads

  4. Print Wearout

  5. Radio Wearout

1. WEAROUT AND WEARIN FACTORS

Attention:

Pechmann and Stewart (1988)’s review of of wearin and wearout literature conclude that:

  • When consumers are required to pay attention to the ad, the ad exposure is massed, and wearout is tested immediately after exposure, wearout starts at the fourth exposure

Time Period, GRP Weight and Effectiveness

Stewart (1999) argues that:

  • The more compressed the time period and the greater the GRP, the more rapid the wearout.