For many years, advertisers and researchers have been debating over the issues of advertising wearm and advertising weavout.

The wearm proponents have held that the power of advertising builds over time and with repeated exposures; that there is a “wearing-in” process which occurs between the advertising and the consumer; and, that this effectiveness cannot be measured with a single exposure or at a single point in time.

There are at least two sides to the wearout debate. One side argues that the selling power of advertising declines, or wears out, over time and exposures; while others suggest that “world class” advertising does not.