Nothing lasts forever. An ad campaign that works today might not work tomorrow. When that day comes it’s time to mix up your advertising.
Like violent films, viewers become desensitized to advertising. This presents a challenge when campaigns run over years or even decades. When the message stops getting through it’s time to do something different.
There’s a well-known quote in the advertising world: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” What advertisers do know is that advertising that relies on the same technique and formula eventually is wasted. Consumers are becoming adept at tuning out advertising messages. This has implications for any organization, large or small. One way advertisers and marketers get around this is by mixing up the advertising.