Date of Defense

4-25-2012

Date of Graduation

4-28-2012

Department

Marketing

First Advisor

Ann Veeck, Marketing

Second Advisor

Frank Gambino, Marketing

Third Advisor

Barbara Sagara, Business Information Systems

Keywords

wear-out, commercials, advertising

Abstract

This paper develops a universal definition using industry sources, and also discovers critical factors that have previously not been combined to calculate wear-out. By recognizing the current flaws in calculating commercial wear-out, these eight factors have been able to fill in gaps that achieve an understanding of different approaches in measuring wear-out. Knowing that it is impossible to accurately predict wear-out to an exact measure, it falls to using a check list to know when to continue to cease a commercial airing. By looking at the GRP level, the type of commercial, the length of air time, the length of the commercial, the average pod position and the type of product aired, an advertising planner will be able to make educated decision when planning a campaign.

To review the factors that contributes to the wear-out check list starts with the frequency of a commercial. This in turn will calculate the Gross Rating Points of an ad and can help dictate what pod positioning would be best. The content and length of a commercial attribute to the mood of the commercial and shows how long a viewer will find the ad itself interesting and informative. Having a primed audience or one that is worn in are less important than other factors but still can attribute to the wear-out of a commercial. This is a drawn out process to calculate but will put advertising dollars to their best use and still have consumers embrace a product.

Access Setting

Honors Thesis-Campus Only

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