The tendency of a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly is known as:
A)the repetition paradox.
B)the qualitative effect.
C)wearout.
D)commercial reactance.
E)message decay.

Question

Quizplus · Accepted Answer

Wearout occurs when the audience becomes too familiar with the commercial, causing them to pay less attention to it or even develop a negative attitude towards it. This can result in decreased effectiveness and ultimately a waste of advertising dollars.

The Tendency of a Television or Radio Commercial to Lose