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NONE: Ad Exposure et al
Ad Exposure et al
Tony Glassman (all_at_once.roc.servtech.com)
Sat, 27 Jul 1996 01:39:19 +0100
Some people we nice enough to write to the "SPAM...no spam, man". That was
me. The simple, self-effacing me. But like Popeye says, "I can't stands
no more"..at least not on this AD EXPOSURE thing!
Please. Can we cool the nonsense about how many times it takes to get
somebody to eventually buy something! It's a waaaay intangible!
The "original" (at least it dates back several decades) "data" (and I doubt
there really is such a thing) comes from studies by P&G with respect to
laundry detergents. Here's their number: 17 impressions!
Goes like this (in short form): 1-5X...Target market doesn't really pay
attention to as ad subconciously begins to creep in....Then, 5-10X: "Hmmm,
that's that new detergent, I keep hearing/seeing it"... .10-12X: "Okay, it
says gets clothes brighter and whiter... 13-15X "I suppose it could be
true; my laundry could look, smell, feel (whatever they set out to beat
that poor woman to death with...That's really why women went to
work...Laundry ads drove 'em out of the house!...Another subject).
Anyway, now she asks a neighbor or friend (it's impression #16 by now) who
uses it, is thinking about it too....Finally, she's pushed over the edge
and tosses it into her *metal* shopping cart (June Cleaver would have
really enjoyed the '96 version).
Anyhow, whatever you think about it, my problem is that since no two
products, people, economies, and on and on are the same, how can you *say*
this is how many times it takes!!!
We have this craving for rules and standards, hoping somehow to quantify it
all... even when we know we can't.
Tony G., ex-pro ballplayer , philosopher, husband & dad
http://oneworldmt.com/music-art
http://oneworldmt.com/thehat
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