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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:
Wearout and Wearin Factors – Attention, Time Period, GRP Weight, Effectiveness
Brand Familiarity and Wearout
1. WEAROUT AND WEARIN FACTORS
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.