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Jeff Swystun

A chapter in The Brand Glossary, 2007, pp 125-127 from Palgrave Macmillan

Abstract: Abstract The point reached when a communications campaign loses effectiveness, due either to repeated overplay or the audience’s wants and needs no longer being met by what is promised in the communication.

Keywords: Unique Characteristic; Average Tenure; Annual Study; Communication Campaign; Graphic Device (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-62640-9_23

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DOI: 10.1057/9780230626409_23

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