The Thrill is Gone. An Overview of Advertising Wearout Studies
Ana Maria Panait - Università degli Studi di Padova - [2005-06]
Wearin and wearout of advertising messages has been a matter of interest for scholars and professionals of the advertising industry alike as it represents an indicator of efficiency for the communication campaign and can thus help increase accuracy in budget spending decisions and reduce useless expenditures. The aim of this research is to offer an analysis of the wearout studies undertaken insofar by exploring the concepts of reach, frequency and message efficiency in correlation with the purposeful use of music, humour and nostalgia...
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