Scribd Logo
Upload

Welcome to Scribd!

  • Advertising - Wear Out

    Uploaded by

    Syeda Sana Ali
    12 views5 pages
    Repetition in advertising strengthens brand associations up to a point, after which advertising wear out can occur as messages become stale. Advertising wear out can be decreased by varying the advertising message over time. Determining how much exposure is needed for consumers to notice and purchase a product while avoiding wear out requires balancing consumer learning with preventing imitative competitors. To deal with wear out, advertisers should introduce new, relevant, and creative ads, make cosmetic variations to existing ads, and consider competitive context.

    Original Description:

    Advertising - Wear Out

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Repetition in advertising strengthens brand associations up to a point, after which advertising wear out can occur as messages become stale. Advertising wear out can be decreased by varying the advertising message over time. Determining how much exposure is needed for consumers to notice and purchase a product while avoiding wear out requires balancing consumer learning with preventing imitative competitors. To deal with wear out, advertisers should introduce new, relevant, and creative ads, make cosmetic variations to existing ads, and consider competitive context.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    12 views5 pages

    Advertising - Wear Out

    Uploaded by

    Syeda Sana Ali
    Repetition in advertising strengthens brand associations up to a point, after which advertising wear out can occur as messages become stale. Advertising wear out can be decreased by varying the advertising message over time. Determining how much exposure is needed for consumers to notice and purchase a product while avoiding wear out requires balancing consumer learning with preventing imitative competitors. To deal with wear out, advertisers should introduce new, relevant, and creative ads, make cosmetic variations to existing ads, and consider competitive context.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 5

    ADVERTISING

    WEAR OUT
    REPETITION
    • Strengthens associations
    • There is a limit to the amount of repetition that will aid retention
    leading to Advertising Wear out
    • E.g. Walls advertising campaign, Telenor and Ufone advertising
    campaign

    • Advertising wear out - can be decreased by varying the advertising


    message
    HOW MUCH REPETITION IS ENOUGH?
    Keep in Mind:
    • Consumer Learning
    • Imitative products

    How much exposure is enough to make


    consumers pay attention and buy the
    product?
    STRATEGIES TO AVOID
    ADVERTISING WEAR-OUT
    How TV ads wear-out?
    When they:
    • Generating Engagement – awareness (AI)
    • Creating an attitudinal/ empathetic response
    • Communicating the core brand messages
    • Producing Brand Response/ Sales.
    HOW TO DEAL WITH WEAR-OUT
    Ads have a shelf life and campaigns have an expiry date

    • New – Relevant – Creative


    • Cosmetic Variations
    • Competitive Context

    You might also like