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When Advertising Wears Out


One of the challenges facing marketers is determining the most effective level of advertising exposure for a brand, while maintaining a given budget. Conceptually, the media planner could choose continuous advertising (even exposures spread over a period of time) or follow a strategy of pulsing ("on" for some months and "off" for others). The decision is important because the wrong one will considerably affect customer response. When advertisements are run at a low frequency (very few times), they run a risk of going unnoticed. The first time customers view an advertisement, a majority of the time, the message doesn't even process in their minds. On the other hand, when an advertisement is run at a high frequency, advertising wearout may occur. Therefore, the task at hand is finding just the right frequency for a positive response.

Overly repetitive messages typically have a negative effect on customer attitudes as they relate to a brand. Advertising wearout occurs when, at some level of repetition, the customer's affective response is either no longer positive or shows a significant decline. Advertising wearout is the result of excessive frequency causing viewers to perceive there's nothing new to be gained from processing the advertisement, thereby withdrawing attention. That's assuming all possible customers view every exposure, which is unrealistic. Not every customer will see every rotation. That's why it becomes difficult to find the optimal level of exposure. Media planners must remember that not every rotation is seen by all customers.

Wearout can also be a hazard, causing negative customer attitudes. Aggressively communicating with your customers doesn't always lead to poor or deteriorating relationships. But unless media's carefully planned and executed, it may ruin the opportunity to build long-term customer equity. So, the question is "How do marketers solve the puzzle of how frequently to expose their advertisements?" First, we have to address the issue of wearout. To avoid wearout, marketers frequently develop and rotate a pool of advertisements that employ different executions but convey the same basic message and claims. These executions typically share a number of common features, such as brand name, logo, tag line and general layout, while other features such as headline, copy and graphic elements are varied. The logic is that by introducing ample variations in advertising executions, the onset of wearout will be delayed. At the same time, the continued use of certain features of the advertisement across executions establishes consistency and presumably builds brand recognition or equity.

To understand why wearout occurs, scientists studied the brain to understand cognitive thinking and responses to these situations. They found the brain tends to ignore an object or theme that's repeated too many times. Essentially, most communication works by triggering memories. Old images or concepts are associated with something in the advertisement, recognizing elements as familiar. In the process, something new may be introduced and the brain links it with the old. When something new or unknown to a customer is presented to the brain for processing it evaluates: a) whether it is new and b) whether it corresponds to prior experience, knowledge and beliefs. The familiar portion of the advertisement is treated more casually. The brain recognizes it and spends less time evaluating its validity. It's interpreted as given. To that end, marketers should change portions of advertisements to keep customers interested.

Of course, when considering advertising wearout, we must consider that each situation, product, market, and many other characteristics are always variable factors that can't be conformed to an "advertising mold." Each situation must be dealt with differently. Radio, television and print media wearout at different levels; print media tends to wearout more quickly than more entertaining forms of media such as television. For example, which would you rather do, watch a commercial over and over, or read an article over and over? Obviously the stimulation that occurs with entertaining commercials will bring customers back more easily than a newspaper or magazine article.

The best way for marketers to fend off wearout is to rotate variations in theme with different executions of the same message strategy.

Regarding low frequencies, the question remains, "What isn't enough?" That's also dependent on the situation, but budget allowing, multiple exposures are more effective than one or a few. Media schedules are based on budgets and demographics. When selling products to the elderly, a low frequency will generally suffice. As for teens, the higher the frequency the better. Business-to-business typically requires higher frequency, as well. Simply put, the shorter the attention span of the customer, the more exposures necessary to break through.

There's no finite answer to the question of advertising wearout. The most important variables in deciding the optimal frequency are an understanding of the customer, rotating different advertisements, and keeping the customer's attention. There are rewards in reminding the consumer about the attributes of a brand. Reinforcement and refreshment of existing attribute, without wearing out the message, is a primary goal of advertising.

Mark Levit is managing partner of Partners & Levit Advertising New York and a professor of marketing at New York University. For more information visit http://www.partnerslevit.com or call
212-696-1200.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. October / 23 / 2019

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Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

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Healthy Community, ADVERTISING: Advertorial — JONATHON M. SASSER: Metabolic syndrome  Coeur d'Alene Press

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Facebook advertising VP Rob Goldman announces his departure  CNBC

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What's The Next Growth Engine For Digital Advertising?  Radio & Television Business Report

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Why Miller Lite is scorning social media to fight the new war in beer advertising  Fast Company

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Meredith Sells Personal-Finance Site Money to Digital Advertising Firm  Variety

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Healthy Community, ADVERTISING: Advertorial — WENDY CUNNINGHAM: Acupuncture for kids  Coeur d'Alene Press

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California: Entertainment, Media and Advertising Impacted by AB5  The National Law Review

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Daily Forecast: Connected TV Advertising Driven by YouTube, Hulu and Roku  eMarketer

Former Martin Agency exec Joe Alexander sues Martin and IPG for $50 million - AdAge.com
Former Martin Agency exec Joe Alexander sues Martin and IPG for $50 million  AdAge.com

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Facebook IQ: Generation Z Wants to See More Diversity in Advertising  Adweek

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ADVERTISING: Advertorial — DR. WAYNE M. FICHTER: Alternatives to treating anxiety and depression  Coeur d'Alene Press

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Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

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Digital Signage Enhances Advertising for Bluewater Promotions Inc.  Yahoo Finance

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Read More Viral post exposes fake-data problem in China's KOL advertising On 17 October, a  Music Ally

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A new book documents Avedon’s advertising legacy  Wallpaper*

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Brand Safety Alert: How Toxic is Today's Programmatic Digital Advertising Environment to Brands, Advertisers, and Publishers?  Yahoo Finance

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False Advertising Claims in the U.S. – Even “Corny” Disputes Are No Laughing Matter  JD Supra

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Daily Forecast: Facebook Is Still King of Social Video Advertising  eMarketer

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Supponor To Provide Virtual Advertising Tech at FC Barcelona's LaLiga Home Games  Sports Video Group

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Facebook Bans Ads That Promote Voter Suppression – But Political Advertising Is Here To Stay  AdExchanger

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The Future of OTT: Fraud Detection, Addressable Advertising And Real-Time Audience Enrichment  TVRev

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Why Australia needs a ban on taxpayer-funded political advertising before elections  The Guardian

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Colling Media Study Reveals Effectiveness of Advertising on Online Dating Apps  Yahoo Finance

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New Results Find that Hispanics Feel Underrepresented in Beauty Advertising  Beauty Packaging Magazine

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N.J. couple sues Taco Bell for ‘deceptive advertising’ after they were charged an extra $2.18  WJW FOX 8 News Cleveland

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ELA Advertising Earns Great Place to Work-Certified™ 2019 Designation  Yahoo Finance

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Category: Samsung Ads Leadership Forum at Advertising Week 2019  BeetTV

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13 masterpieces of social advertising in the Russian Empire (PICS)  Russia Beyond

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TikTok, Pandora Advertising Found on Pirate TV Platform TeaTV  Digital Music News

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Spoiled Milk: A Cautionary Tale Of Advertising And Labeling For The Animal Products Industry  JD Supra

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5 Movies That Altered Advertising and Marketing  Adweek

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PAC finds effective, inexpensive advertising options through social media  KXLY Spokane

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ADVERTISING: Advertorial — GEORGE BALLING: Wine gadgets that work!  Coeur d'Alene Press

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Queens lawmakers applaud new advertising campaign and website that educates tenants on new rights  QNS.com

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Facebook opens search ads to all advertisers  Search Engine Land

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AT&T's Xandr purchases TV advertising company clypd: source  Reuters

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Snapchat’s targeting direct-response advertisers with new dynamic ads product  Digiday

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Taxpayers funded $174m in government advertising last financial year  The Guardian

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Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

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Advertising Week 2019: It All Starts With Brand Trust  Forbes

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Amazon nibbles away at Google's search advertising dollars  AdAge.com

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Trump dominates in digital, while Joe Biden twiddles his thumbs advertising on TV  legal Insurrection

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How advertising rates vary by category on Amazon  Marketing Land

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RealityMine adds social advertising tool  Research Live

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Meet the Women Running LA’s Top Advertising Agencies  Adweek

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Facebook changes political advertising rules ahead of expected UK general election  Sky News

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From the Archives: Squash advertising  Los Angeles Times

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Google, Apple, Amazon, and Microsoft's earbud advertising explained  Fast Company

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Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas  FOX 10 News Phoenix

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DPP develops IMF for advertising | News  IBC365

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Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

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Amazon held its first big ad conference last week, luring about 400 people to Seattle  CNBC

A new book explores Richard Avedon's advertising legacy - AdAge.com
A new book explores Richard Avedon's advertising legacy  AdAge.com

Twitter misused security information for advertising purposes - CNET
Twitter misused security information for advertising purposes  CNET

Juul halts advertising in United States, replaces CEO - The Verge
Juul halts advertising in United States, replaces CEO  The Verge

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China’s advertising industry waits to hear the winners of the Effie marketing awards  Euronews

Facebook agrees to pay advertisers $40 million over inflated video stats - AdAge.com
Facebook agrees to pay advertisers $40 million over inflated video stats  AdAge.com

Highest-ranking woman in Pittsburgh advertising is stepping down - Pittsburgh Business Times
Highest-ranking woman in Pittsburgh advertising is stepping down  Pittsburgh Business Times

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Amazon’s advertising arm is getting so big it held a major conference for brands  GeekWire

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STATEWIDE ADVERTISING - Ad from 2019-10-23 | Office Services  Rapid City Journal

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What HBO's 'Succession' can teach us about advertising  AdAge.com

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Cannabis Tech Startup Fyllo Announces New Funding As Advertising Execs Join The Board  Forbes

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Social Chain's Lumaland merger heralded as 'an advertising gamechanger'  The Drum

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Hyundai Card launches advertising team with Innocean  The Korea Herald

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Brexit date downplayed in government advertising shift  BBC News

TikTok explains its ban on political advertising - TechCrunch
TikTok explains its ban on political advertising  TechCrunch

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House subcommittee asks e-cigarette companies to stop advertising  CNBC

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New connected TV study debunks 3 common myths about political advertising  AdAge.com

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Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising  EFF

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