Why Continued Advertising is Necessary: A New Explanation

Abstract

Continued advertising seems to be a well-established marketing principle. But why should it be necessary?

The answer lies in recognition of one characteristic of the decision-making process under conditions of uncertainty. Individuals deal with uncertainty by means of extensive simplifications of reality; this may result in a high social cost.

Continued advertising is necessary because of a simplification consumers make to facilitate brand selection. This means that many interrelationships between advertising, sales, and consumer behavior can be better understood.