Why Continued Advertising is Necessary: A New Explanation

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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.

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