Do ads wear out? The short answer is no. If they do, it takes a lot longer than most brand/agency teams think.
Creativity is the biggest variable when it comes to ad effectiveness so if an ad works well, it should be used for as long as possible. Coca-Cola’s ‘Christmas Caravans’ ad has been used every year since 1995 in many countries across the globe.
Yet very few ads are used for more than a few months. What a waste! Why does this happen? Is it to do with licensing issues? If so, how could this problem be addressed?
Research data indicates that advertising ‘wear out’ is a rare occurrence:
- It is true that if people see an ad more than 2-3 times in a week, its impact on sales diminishes – but after a short break, the ad’s effectiveness returns.
- The response to an ad shown over months and years rarely changes. Enjoyment doesn’t diminish, and people do not get fed up with seeing it.
- Ads that communicate motivating new information about a brand do ‘wear out’ in the sense that the persuasive effect of the news diminishes once the audience has already heard the news. However, only a minority of ads work in this way.
Contributed to Branding Strategy Insider by: Dan White, author of The Soft Skills Book, The Smart Marketing Book and The Smart Branding Book
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Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
