The Importance Of Message Frequency
Posted on November 1, 2009 by Bill Hansen
After almost three decades in the marketing business there are still very few things that I’m comfortable generalizing about: for every rule that can’t be broken, there are always at least a hand full of exceptions that prove the axiom’s fallibility.
One exception is the importance of message frequency. In active communication, such as sales presentations, teaching, or parenting, it’s extremely rare to see something stick without repetition. No matter how clever, clear, or compelling, it’s extremely difficult to influence people’s behavior by saying something just once. In advertising, which is generally much less active (and often passive) communication, it is all but impossible to influence behavior with infrequent exposure.
This is a fact of marketing life. It’s not something new or something driven by today’s over-commercialized environment. It’s human nature. As proof, read the short story below – and note the date that it was first published.
Patience In Marketing
The 1st time a man looks at an ad, he does not see it.
The 2nd time, he does not notice it.
The 3rd time, he is conscious of its existence.
The 4th time, he faintly remembers it.
The 5th time, he reads it.
The 6th time, he turns up his nose at it.
The 7th time, he reads it and says, “Oh brother!”
The 8th time, he says, “Here’s that confounded thing again!”
The 9th time, he wonders if it amounts to anything.
The 10th time, he asks his neighbor if he has tried it.
The 11th time, he wonders how the advertiser makes it pay.
The 12th time, he thinks it must be a good thing.
The 13th time, he thinks perhaps it might be worth something.
The 14th time, he remembers wanting such a thing a long time.
The 15th time, he is tantalized because he cannot afford it.
The 16th time, he thinks he will buy it some day.
The 17th time, he makes a note to buy it.
The 18th time, he swears at his poverty.
The 19th time, he counts his money carefully.
The 20th time he sees the ad, he buys what it is offering.
Thomas Smith, London, England. 1885
Tags: Marketing, Radio Advertising
