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Generic advertising wearout

Generic advertising wearout

Review of Marketing and Agricultural Economics 61(3): 401-415

Advertising wearout, defined as the declining effectiveness of a commercial or campaign associated with increased exposure, is examined from a generic advertising perspective. Generic advertising campaigns of the type typically undertaken by agricultural commodity groups differ from branded advertising in that the former seek to increase aggregate demand for a product category (e.g. beef, milk and wool) rather than the market share of a particular brand within a category.

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