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Wearout & decay

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Article

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

Article

This article provides marketers with information and guidance about scheduling TV ads.

Article

This article provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Research Paper

Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads.

Article

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.

Article

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.

Article

This Knowledge Point article looks at advertising wear-out. Broadly speaking, the response generated by a TV ad doesn't change much over time.

Research Paper

Celebrity endorsement is a salient executional strategy in China, where national celebrities often endorse more than 20 brands.

Article

In this article from the "Mythbuster" series in Admap, Les Binet and Sarah Carter challenge the idea that novelty and creativity are inextricably connected.

Article

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of wearout.

Research Paper

Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent.

Article

Generally speaking, it’s true that repeated exposure to the same ad is likely to result in it becoming better established in consumers’ memories.

Article

In this paper, ZenithOptimedia's Andrew Green assesses the effectiveness of long-term advertising in the printed media.

Article

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.

Research Paper

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.

Research Paper

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.

Article

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.

Research Paper

Two recent papers on advertising wearout appear to arrive at seemingly very different conclusions about advertising wearout.

Article

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.

Article

Argues for the ARS Persuasion method of copytesting, on the grounds that it is both reliable and valid, being consistently related to sales success.

Research Paper

In 1987 the Journal of Advertising Research published an article by the author entitled 'An Empirical Investigation of Advertising Wearin and Wearout'.

Research Paper

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.

Research Paper

Discusses the true reasons why research should be employed, and the key compenents of successful research.