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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.
Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.
MORE RESOURCES updated Tue. April / 23 / 2024 |
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Conceptually, the media planner could choose continuous advertising (even exposures spread over a period of time) or follow a strategy of pulsing ("on" for some months and "off" for others). Advertising: 10 Powerful Secrets To Help You Sell Your Ad Space Like Crazy If you want to sell more ad spaces, you must read and use the secrets I am revealing here:1. Give your customers a discount when they spend over a certain dollar amount for ad space. Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two In part one of this article we discussed the importance of the look or appearance of your brochure. The look or image that your brochure conveys is vastly important. A Lunchtime Lesson on Print Advertising I promise you'll be able to finish this article before you finish the first half of your PBJ. Are you sitting down? Good. Small Business Image The single easiest way to increase sales is to look professional. People believe what they see.
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