Attract 29% more adults between 18 and 49
Apparently, this isn’t happening as much:
Every brand wants to reach a great number of people, get their attention, and be memorable – to influence the buying decision.
But is it quantity that matters?
How many times do we have to see an ad to recall it?
Thomas Smith, an English businessman, wrote, 1885:
The first time a man looks at an ad, he doesn’t see it.
The second time, he doesn’t notice it.
The third time, he is conscious of its existence.
The fourth time, he faintly remembers having seen it.
The fifth time, he reads the ad.
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 will ask 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 it might be worth something.
The fourteenth time, he remembers that he wanted such a thing for 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 someday.
The seventeenth time, he makes a memorandum of 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 the article or instructs his wife to do so.
Herbert Krugman (General Electric), concluded only the level of exposure to the ad / digital signage was important – not the number of exposures.
He considered three levels:
Curiosity: what’s this?
Recognition: I’ve seen it somewhere
Decision: I like / don’t like it
Therefore, it is possible, to see an ad just once so that it: gets my attention + I recognize I’ve seen the brand before + I want to buy what’s being advertised.