Advertising Repetition¶
Pechmann, C., & Stewart, D. W. (1988). Advertising Repetition: A Critical Review of Wearin and Wearout. Current Issues and Research in Advertising, 11(1–2), 1-2.
Cited by¶
1 citation across 1 artifact.
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Mechanisms¶
- Frequency Cap and Cooldown
- Marketers have long known cues suffer wearout: past a point, more repetition yields diminishing and then negative returns as the audience habituates or resents the barrage.
This sourceReviews advertising wearout, in which additional repetition eventually ceases to help and can reduce audience response.
- Marketers have long known cues suffer wearout: past a point, more repetition yields diminishing and then negative returns as the audience habituates or resents the barrage.
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Registry ID ref:1a0c0be70c2e · see in the full table