Pepperdine Graziadio Assistant Professor Stephen Rapier Authors Opinion on Advertising Burnout in CMO Council Magazine
Pepperdine Graziadio assistant professor of marketing Stephen Rapier, PhD, authored a recent opinion on advertising and counterproductive oversaturation in CMO Council publication Marketing Magnified. The digital world opened doors for new advertising tactics to expose consumers to more ads, writes Rapier. In 2021, the average person is estimated to see between 6,000 to 10,000 ads every day – and consumers are increasingly becoming ad fatigued. With the internet, social media, streaming services, digital advertising, and traditional advertising tactics, consumers are being bombarded with ads. As a result, consumers often must endure sitting through advertising spots repeated throughout each episode – which can be a less effective advertising tactic. Rapier offers three guidelines for advertisers to follow: know your customers and their behaviors, create a tiered approach in which multiple creative concepts are incorporated into the campaign over time, and track and monitor progress.
The full article is available on Marketing Magnified here.