What Is Wearout Anyway?
过去30年对电视广告磨损的研究结果不一，Millward Brown的新证据表明，仅关注少数因素会低估广告的长期影响。磨损的发生取决于广告内容、表达方式、受众和媒体计划，文章还讨论了印刷广告的磨损。
Studies on television wearout conducted over the past 30 years show inconclusive results, underscoring the complexity of the process and the number of factors that need to be examined to understand it. Recent evidence from Millward Brown demonstrates that focusing on only a few factors can underestimate the longer-term impact of advertising. When wearout occurs depends on what you say, how you say it, who you say it to, and on the media plan. The article also comments on wearout in print.