Advertising Wearout

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

  1. Blair, M. H. “An Empirical Investigation of Advertising Wearin and Wearout,” Journal of Advertising Research, 1988.
  2. American Marketing Association, AMA Dictionary.

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