Les Binet and Sarah Carter, Admap, December 2012, pp. 9-9
Clients and agencies have many different reasons for making new work: partly it's self-interest as both can make their names from new work and partly it's a kind of restlessness - they tire of their own ads long before the public does.
Millward Brown Knowledge Point, November 2012
Analysis of Millward Brown's data indicates that brands can "go dark" - i.e. stop or suspend TV advertising - for six months or so with little deleterious effect, but longer periods are likely to weaken brand health.
Erwin Ephron and Colin McDonald, Journal of Advertising Research, Vol. 42, No. 4, July/August 2002, pp. 66-70
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 rapidly.
Douglas R Scott and Debbie Solomon, Journal of Advertising Research, Vol. 38, No. 5, September/October 1998
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.
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 children can behave very differently.
Mike Mondello, Journal of Advertising Research, Vol. 36, No. 4, July/August 1996
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 'total quality' approach to test and monitor TV advertising.