This can only be a generalisation and an opinion at that. And, given Kahneman’s System One thinking, as explained in the video embedded below, one can even ask if ads ever wear out.
The reasons given for brands changing ads too frequently include:
1. Agencies put pressure on the marketers;
2. Brand managers want to extend their CVs;
3. Marketers think too short-term (a two-year horizon); and
4. Management see their ads much more than the consumers do.
The counter argument - that brands should change their ads often - is mainly that this creates excitement around the brand – which is good.
Click here to view the article in full, and here for more information on the authors' availability to do keynote talks at company strategy conferences.
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SA Marketing Magazine is a joint effort by Neil Higgs and Erik du Plessis to provide marketing insights for companies to use as the basis for marketing strategies.
Go to: http://www.samktmag.com/
