Definition
Advertising wearout is a term that describes the decline in effectiveness or selling power of an advertisement after exposure to the target audience. [1]
Decay of advertising effects refers to the fading of memory of an ad and lack of continued response to it. Because forgetting is a controversial issue among learning theorists – some claim that nothing is ever forgotten – the term decay of advertising effects may be more accurately described as advertising wearout. [2]
See Also
Advertising budget
Advertising impression
Advertising strategy
References
- Blair, M. H. “An Empirical Investigation of Advertising Wearin and Wearout,” Journal of Advertising Research, 1988.
- American Marketing Association, AMA Dictionary.