Whats The Frequency?
The more things change, some say, the more things stay the same. When it comes to marketing, I tend to agree. Consider the following list of how advertising frequency equates to advertising effectiveness. Thomas Smith wrote this in 1885:
* The first time a man looks at an advertisement, he does not see it.
* The second time, he does not notice it.
* The third time, he is conscious of its existence.
* The fourth time, he faintly remembers having seen it before.
* The fifth time, he reads it.
* The sixth time, he turns up his nose at it.
* The seventh time, he reads it through and says, "Oh brother!"
* The eighth time, he says, "Here's that confounded thing again!"
* The ninth time, he wonders if it amounts to anything.
* The tenth time, he asks his neighbor if he has tried it.
* The eleventh time, he wonders how the advertiser makes it pay.
* The twelfth time, he thinks it must be a good thing.
* The thirteenth time, he thinks perhaps it might be worth something.
* The fourteenth time, he remembers wanting such a thing a long time.
* The fifteenth time, he is tantalized because he cannot afford to buy it.
* The sixteenth time, he thinks he will buy it some day.
* The seventeenth time, he makes a memorandum to buy it.
* The eighteenth time, he swears at his poverty.
* The nineteenth time, he counts his money carefully.
* The twentieth time he sees the ad, he buys what it is offering.