INFORMATION THEORY: A NEW WEAPON AGAINST ADVERTISING WEAROUT Available to Purchase

The paper presents a simplified explanation of a rather complex mathematical approach to communication called information theory. This theory maintains that all information can be quantified. The implications of this theory for advertising are discussed along with strategic and tactical suggestions. The conclusion is that knowledge of the information content of an advertisement helps to determine the optimum exposure level for an audience while maximizing promotional influence and minimizing advertising wearout.