@article {Blair95, author = {Margaret Henderson Blair}, title = {An Empirical Investigation of Advertising Wearin and Wearout}, volume = {40}, number = {6}, pages = {95--100}, year = {2000}, doi = {10.2501/JAR-40-6-95-100}, publisher = {Journal of Advertising Research}, abstract = {This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a {\textquoteleft}classic{\textquoteright} - an article that has withstood the test of time. First published in 1987, Blair uses nearly 100 ARS case studies to investigate and discuss the implications of an advertisement{\textquoteright}s effectiveness building response in its early exposures and declining later on. She concludes that the selling power of an ad can be measured in the ARS lab at a single point in time with one exposure, that there is no real evidence of wear in (to her definition), but wear out does occur.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/40/6/95}, eprint = {https://www.journalofadvertisingresearch.com/content/40/6/95.full.pdf}, journal = {Journal of Advertising Research} }