101 Things I Learned® in Advertising School by Tracy Arrington & Matthew Frederick

Author:Tracy Arrington & Matthew Frederick
Language: eng
Format: epub
Publisher: Crown/Archetype
Published: 2018-04-03T04:00:00+00:00

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Wearout

All ads eventually lose effectiveness. Running an ad after it has worn out can irritate and anger consumers. Once maximum effectiveness has been reached, the onset of wearout is rapid. The audience won’t be won back; once it is over something, it’s over it.

Wearout is a function of the interaction of frequency, exposure, and time. An ad run heavily and targeted to the same audience may reach wearout in four weeks. The same ad run at a moderate frequency for one week a year can be effective for decades. Some Cadbury Crème Egg television ads have been unchanged for more than 30 years. They run only before Easter, when they benefit from audience nostalgia.

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