decay
Definition:
The gradual forgetting of an ADVERTISING MESSAGE over time. However, AWARENESS/recognition may be readily re-established by further ADVERTISING, suggesting that decay is of the conscious rather than subconscious memory.
Cross-References:
[advertising message]
[awareness]
[advertising]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].