Record Details

Repetition and content implications in advertising wear out: a practitioner’s view.

Advances in Social Sciences Research Journal

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Field Value
 
Title Repetition and content implications in advertising wear out: a practitioner’s view.
 
Creator Kapexhiu, Kled
 
Subject Social sciences; Marketing; Advertising;
Advertising, Wear-out, Effectiveness, Information processing
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Description One of the main advertisers’ dilemmas is: How long should their commercials or campaigns keep running? Repetition might enhance awareness, but too much exposure might diminish its effectiveness. The article examines theories that support the declining effectiveness of advertising over time, and suggests exposure and content strategies to advertisers. The literature review stresses that added repetition leads to greater and faster wear-out. Ease of processing, as a result of ad content, and resource availability speed up wear-out.The study suggests that along traditional effectiveness measures, advertisers should test their ads and campaigns for wear-in and wear-out. These tests should provide information on adverting and campaign longevity.
 
Publisher Advances in Social Sciences Research Journal
 
Contributor —
 
Date 2015-10-27
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.scholarpublishing.org/index.php/ASSRJ/article/view/1513
10.14738/assrj.210.1513
 
Source Advances in Social Sciences Research Journal; Vol 2, No 10 (2015): Advances in Social Sciences Research Journal
10.14738/assrj.210.2015
 
Language eng
 
Relation http://www.scholarpublishing.org/index.php/ASSRJ/article/view/1513/pdf_244