search query: @author Henderson Blair, M. / total: 3
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| Author: | Henderson Blair, M. |
| Title: | An empirical investigation of advertising wearin and wearout |
| Journal: | Journal of Advertising Research
2000 : NOV-DEC, VOL. 40:6, p. 95-100 |
| Index terms: | ADVERTISING EFFECTIVENESS ADVERTISING RESEARCH |
| Language: | eng |
| Abstract: | This article presents and reviews nearly 100 ARS (the Advertising Research System of research systems corporation) case studies, establishing that: 1) The selling power of advertising can be measured in the lab, at a single point in time, and with one exposure. 2) While the market responses of awareness and sales may build over time, there is virtually no evidence of the advertising building or wearing in over time or exposures. 3) The selling power of advertising, in fact, declines or wears out over time related to spending. |
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