Do Ads wear out too fast?
Fashions wear out often and so do ads. A major concern of advertisers when they create ads
are the tendency of the message losing its effectiveness. Wear out may occur for several reasons Inattention of the consumers as they may no longer attend to an ad after several exposures Consumers may get annoyed looking at the same ad many times While wear out is a problem for any type of commercial, some advertising experts argue that humorous ads also wear out much sooner than other kind of
commercials as the consumer will no more be interested in watching the ad once the viewer gets the joke. However some of them argue that a well executed humor in an ad will be enjoyable any number of times by the viewer. So, who is right? A study conducted by
Research System Corp. concludes that neither of the views are right. Humorous ads wear out at the same rate as other types of commercials. The average effectiveness of an ad will be for eight weeks. Another research firm, Video Storyboard Tests claims that humorous ads wear out faster than other ads. One media consultant argues that its quite simple to determine whether a humorous spot or campaign is wearing out. “If the viewers laugh with you, you can be in it for the long haul. It''s when they laugh at you that you are in trouble”.