Author: Corkindale David Newall John
Publisher: Emerald Group Publishing Ltd
ISSN: 0309-0566
Source: European Journal of Marketing, Vol.12, Iss.5, 1993-12, pp. : 329-378
Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.
Previous Menu Next
Abstract
This monograph presents a thorough examination of the phenomena of "threshold" levels of advertising activity and the "wearout' of advertisements and/or campaigns. These are seen as corresponding to the management questions "How little can we spend/How infrequently can we advertise?" and "How much is too much/How infrequently is too little?" In the first section the relevant literature on, or related to, the two issues is reviewed. Section 2 describes a survey aimed at establishing current beliefs in the existence of the phenomena, the practices resulting from these beliefs, and the data which support them. Finally, Section 3 offers an overview on the managerial issues involved in decisions concerning threshold or wearout risks in advertising. It is suggested that wasted expenditure may be occurring in advertising because the believed levels of threshold and wearout are both too high.
Related content
Wearout Effects in Target Marketing
By Danaher P.J.
Marketing Letters, Vol. 7, Iss. 3, 1996-07 ,pp. :
Advertising value and advertising processing
By Ducoffe Robert H. Curlo Eleonora
Journal of Marketing Communications, Vol. 6, Iss. 4, 2000-12 ,pp. :
By Shankar Avi
Journal of Marketing Communications, Vol. 5, Iss. 1, 1999-03 ,pp. :
Journal of Marketing Communications, Vol. 14, Iss. 4, 2008-09 ,pp. :
European Journal of Marketing, Vol. 13, Iss. 4, 1993-12 ,pp. :