An Empirical Investigation of Advertising Wearin and Wearout
Margaret Henderson Blair
For many years, advertisers and researchers have been debating over the issues of advertising wearinand advertising wearout.
The wearin proponents have held that the power of advertising buildsover time and with repeated exposures; that there is a 'wearing-in' process which occurs between the advertising and the consumer; and, that this effectiveness cannotbe measured with a single exposure or at a single point in time.
There are at least two sides to the wearout debate. One side argues that the selling power of advertising declines, or wears...