I live in Big 12 country. Which is also Dr. Pepper country. I watch a lot of sports. Due to the fact that Dr. Pepper sponsors Big 12 sports, I am exposed to their ads quite often. Or should I say ad? The ad with Julius Erving (aka Dr. J.) shooting an ice cube into a glass. I must have seen this ad at least 50 times in the past year. My guess is that many of you have similar habits and have seen it too many times as well.
Ad wear-out is considered to be about eight showings these days. That means that the last 42 times that Dr. J. sunk the cube on my television, I tuned out. With the decline in TV ratings, advertisers have to run more spots in order to reach the same number of persons as they did just a few years ago. Couple that with the fact that more advertisers are zeroing in on particular audiences and taking sponsorship of the relative programs, and ad wear-out is much more likely today than in years past. Run the same ad online and in theatres and it gets worn slick pretty quickly.
Keeping your creative fresh, has never been as important as it is today. In a down economy, the tendency is to skimp on production and pour all available dollars into media. But, today's media habits dictate more ads, not less. Don't get tuned out - keep your ads and your messages fresh.
Speaking of badvertising: This year's award goes to Volkswagen and Brooke Shields.