Advertising Wearout: What and How You Measure Matters

David W. Stewart

42 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Advertising and Communication Studies

Abstract

Two recent papers in the JAR (Blair and Rabuck, 1998 and Scott and Solomon, 1998) reach seemingly very different conclusions regarding advertising wearout. An analysis of the two papers reconciles the conclusions by showing that the two papers focus on different units of analysis, single executions versus advertising campaigns, and different measures (a choice-based measure of persuasiveness versus verbal measures of memory and attitude). Other differences in the foci of the two papers are also discussed and some general conclusions about advertising wearout offered.

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References

1978Current issues and research in advertising 1984Journal of Consumer Research 1988Advertising Repetition: A Critical Review of Wearin and Wearout 1959The Remembering and Forgetting of Advertising 1991Memory and Evaluation Effects in Competitive Advertising Environments 1994Reducing Competitive Ad Interference 1985Methodological and Theoretical Foundations of Advertising Copytesting: A Review

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