Well, the easy answer is seven, plus or minus two. In other words, it takes from five to nine times for us, to see your ad and pick up the phone and call you. But wait, like your typical reader, we're not paying attention all that often. Usually only about one in three occasions are we even semi-consciously inspecting your ad.
This means that for your ad to be maximally effective it needs to show up in my newspaper, on my TV, or whatever twenty-seven times. Three times the nine we talked just about. So, you can put together a killer ad, but you'll have to wait for about a month for that phone to start ringing! Marketers must learn to be patient. But guerrillas aren't very patient.
There is a way to cut into that number a bit. The...
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