Television advertising wearout

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

In advertising, the ultimate goal is to reach consumers with a message that both stands out while also resonating so deeply that the brand is recalled long after exposure (Lehnert, Till, & Carlson, 2013). Thousands of brands, new and old, compete daily for the attention of consumers through all forms of media. "How many times can I send the same message and still obtain a profitable return?" This is one of the most frequently asked questions in advertising planning and relates to the issue of wearout.

A major manufacturer reviewed thousands of econometric analyses, concluding there was no evidence of...

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