RT Journal Article
SR Electronic
T1 An Empirical Investigation of Advertising Wearin and Wearout
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 95
OP 100
DO 10.2501/JAR-40-6-95-100
VO 40
IS 6
A1 Margaret Henderson Blair
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/6/95.abstract
AB This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - 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'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.