Most campaigns spike at launch, hold for a fortnight, then quietly fade. The media is still running, the budget is still spending, but the audience has stopped noticing.

This is wear-out, and it is not a media problem. It is a creative one. The same execution, seen for the fifth time, stops carrying the idea. People do not tune out the message, they tune out the repetition.

The fix is not more spend. It is a refresh cadence built into the plan from the start, new executions of the same idea every few weeks, so the thought stays fixed while the surface keeps changing.

Plan the refreshes before launch. A campaign designed to evolve costs less over a quarter than one reshot in a panic when the numbers dip.