In advertising, the ultimate goal is to reach consumers with a message that both stands out while also resonating so deeply that the brand is recalled long after exposure (Lehnert, Till, & Carlson, 2013). Thousands of brands, new and old, compete daily for the attention of consumers through all forms of media. "How many times can I send the same message and still obtain a profitable return?" This is one of the most frequently asked questions in advertising planning and relates to the issue of wearout.
A major manufacturer reviewed thousands of econometric analyses, concluding there was no evidence of...