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.

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.

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table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://jp.techcrunch.com/archives/20081015technorati-acquires-adengage-advertising-network/cid=1258167783ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNFSOqEplGqCFSYUSzr1kwJULfQJ2Aimg src=http://news.google.com/news?imgefp=_9RLN5zvcUIJimgurl=www.techcrunch.com/wp-content/uploads/2008/10/technoratimedia.jpg width=68 height=80 alt= border=1brfont size=-2TechCrunch/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.readwriteweb.com/archives/technorati_acquires_adengage.phpcid=1258167783ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNEjZrIbC4F7jWioS9u5g0AqXCA7CQTechnorati Acquires AdEngage - Launches Self-Service bAdvertising/b b.../b/abrfont size=-1font color=#6f6f6fReadWriteWeb,nbsp;CAnbsp;-/font nobr1 hour ago/nobr/fontbrfont size=-1Blog search engine Technorati today announced that it has acquired AdEngage, a small, Los Angeles-based online badvertising/b network. b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.techcrunch.com/2008/10/15/technorati-acquires-adengage-advertising-network/cid=1258167783ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNEb2qvNZ4-ejfj5T6grxyuN1ynDCATechnorati Acquires AdEngage bAdvertising/b Network/a font size=-1 color=#6f6f6fnobrTechCrunch/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.socaltech.com/adengage_acquired_by_technorati/s-0017952.htmlcid=1258167783ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNEUDOhTt9puWt0XMYrNfR8JEKRjpgAdEngage Acquired By Technorati/a font size=-1 color=#6f6f6fnobrsocalTech.com/nobr/font/fontbrfont class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1258167783hl=ennobrall 3 news articles/nobr/a/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.marketwatch.com/news/story/zip-code-targeted-advertising-new-york/story.aspx%3Fguid%3D%257B079AA440-1A67-4561-8296-3EB97BC79FF1%257D%26dist%3Dhpprcid=1257827760ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNHasKG1RLQmYfKYjVxV0_xLPC3HaAZip-Code Targeted bAdvertising/b for New York City#39;s Tri-State Area b.../b/abrfont size=-1font color=#6f6f6fMarketWatchnbsp;-/font nobr20 hours ago/nobr/fontbrfont size=-1STAMFORD, CT, Oct 14, 2008 (MARKET WIRE via COMTEX) -- Locale Media, the local badvertising/b network, announced today that the company has launched its b.../b/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd width=80 align=center valign=topfont style=font-size:85%;font-family:arial,sans-serifa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.timesonline.co.uk/tol/news/world/us_and_americas/us_elections/article4937695.ececid=1258205188ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNH1Ph4TdKlDWubYVupfYI4zmZJDtgimg src=http://news.google.com/news?imgefp=IqGsGngGJt4Jimgurl=www.timesonline.co.uk/multimedia/archive/00413/1310mccainpalin1_413970a.jpg width=80 height=38 alt= border=1brfont size=-2Times Online/font/a/font/tdtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://blogs.tnr.com/tnr/blogs/the_flack/archive/2008/10/15/does-advertising-matter.aspxcid=1258205188ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNEybpBSWH18jf6Jr3YUiGG12gJB0wDoes bAdvertising/b Matter?/abrfont size=-1font color=#6f6f6fNew Republic,nbsp;DCnbsp;-/font nobr5 hours ago/nobr/fontbrfont size=-1bAdvertising/b may matter less on the Presidential level than it does for House and Senate candidates, who receive considerably less attention in the press b.../b/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://ap.google.com/article/ALeqM5iNxTApa2sQRu0Xx99P3jt2bEXw7gD93R12400cid=1258205188ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNGa5J3wVe30qbjirPSTzVyNe_xLCgToday on the presidential campaign trail/a font size=-1 color=#6f6f6fnobrThe Associated Press/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://blogs.abcnews.com/politicalradar/2008/10/stephanopoul-10.htmlcid=1258205188ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNEqHZsMmgyeIVHvNLc5DV0KM2WUxAStephanopoulos: Is There Anything McCain Can Do?/a font size=-1 color=#6f6f6fnobrABC News/nobr/font/fontbrfont size=-1a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://online.wsj.com/article/SB122383794476626615.htmlcid=1258205188ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNFMvexmN57eZdt6ZJU7tQCM5Kwn2QObama Camp#39;s Travel Seems a Factor In Recent Leads in Battleground b.../b/a font size=-1 color=#6f6f6fnobrWall Street Journal Blogs/nobr/font/fontbrfont size=-1 class=pa href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www.nytimes.com/2008/10/15/us/politics/15memo.html%3Fref%3Duscid=1258205188ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNFLknw-HEIM0EFax6axafTgqn-HiAnobrNew York Times/nobr/anbsp;- a href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://www2.journalnow.com/content/2008/oct/14/a-clean-fight-sounds-good-but-dirt-gets-the-job-do/cid=1258205188ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNGLd0aPLqm8Q4fWP1M6Aj3bjLy3ggnobrWinston-Salem Journal/nobr/a/fontbr/font class=p size=-1a class=p href=http://news.google.com/news?sourceid=navclientie=ISO-8859-1rls=GGLG,GGLG:2005-22,GGLG:enncl=1258205188hl=ennobrall 2,295 news articles/nobr/a/font/div/font/td/tr/table
table border=0 width= valign=top cellpadding=2 cellspacing=7trtd valign=top class=jfont style=font-size:85%;font-family:arial,sans-serifbrdiv style=padding-top:0.8em;img alt= height=1 width=1/divdiv class=lha href=http://www.citywebshopper.net/articles/includes/redirect.php?url=http://economictimes.indiatimes.com/Brand_Equity/Shelly_Lazarus_speaks_about_the_change_in_advertising_industry/articleshow/3596975.cmscid=1257862441ei=-Dz2SPrGLqbU6gPnzfGUCQusg=AFQjCNHhGYo1AdwdT8lPyWDRGek3aGZ4rgShelly Lazarus speaks about the change in badvertising/b industry/abrfont size=-1font color=#6f6f6fEconomic Times,nbsp;Indianbsp;-/font nobr18 hours ago/nobr/fontbrfont size=-1And the game’s just got more interesting as we now need experts and expertise in areas like social media, blogging, mobile badvertising/b...”/font/div/font/td/tr/table
advertising - Google News


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