HSBC positions itself as "the world's local bank." A recent advertising campaign consisted of about 20 ads centered on the theme that "different values make the world a richer place." HSBC use of different cosmetic variations in their ads while repeating the same advertising theme is an attempt to avoid ________.
A) advertising wearout
B) the three-hit theory
C) stimulus differentiation
D) rehearsal
E) stimulus generalization

Question

Quizplus · Accepted Answer

Advertising wearout refers to the point at which a target audience becomes bored or annoyed with an advertising message that has been repeated too often. By using different cosmetic variations while repeating the same theme, HSBC is attempting to avoid this wearout and keep the message fresh for the audience.

HSBC Positions Itself as "The World's Local Bank