Television Commercial Wearout¶
Calder, B. J., & Sternthal, B. (1980). Television Commercial Wearout: An Information Processing View. Journal of Marketing Research, 17(2), 173-186.
Cited by¶
2 citations across 2 artifacts.
Each citation links to the sentence it supports in the citing article.
Mechanisms¶
- Message Refresh Campaign
- It had simply been repeated into invisibility, a textbook case of advertising wearout
This sourceFinds that repeating a pattern of television commercials caused advertising wearout in viewers' evaluations.
- It had simply been repeated into invisibility, a textbook case of advertising wearout
- Novelty Cadence Rotation
- Its strength is that it keeps a long-running program's novelty from going bankrupt: it directly counters wear-out, the well-documented decay of an attention cue's effect under repetition, by rationing and rotating rather than escalating.
This sourceFinds that repetition of a television-commercial pattern produced wearout in evaluations of the commercials and advertised products.
- Its strength is that it keeps a long-running program's novelty from going bankrupt: it directly counters wear-out, the well-documented decay of an attention cue's effect under repetition, by rationing and rotating rather than escalating.
Verification¶
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