Advertising Wearout: What and How You Measure Matters

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

Advertising Wearout: What and How You Measure Matters

David W. StewartUniversity of Southern California

INTRODUCTION

Two recent papers on advertising wearout appear to arrive at seemingly very different conclusions about advertising wearout. Blair and Rabuck (1998) offer a simple view of wearout based on empirical data obtained over a period of years. They conclude that wearout follows a predictable path that is determined by the initial persuasiveness of the advertising and the gross rating points (GRIPs) behind the advertising. On the other hand, while they agree that advertising wearout occurs, Scott and Solomon (1998) conclude that there is no...

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