The Feldwick Factor: Frequency and effectiveness of TV ads
Paul Feldwick
Conventional wisdom says an ad must be seen three times before it's effective: is this still true (and was it ever)?
Marketing manager, Dairy Products
This idea originated in a 1972 lecture by Herb Krugman, head of research at General Electric. He took a lively interest in how advertising works, much of his thinking anticipating what is now known as Low Attention Processing. He was trying to make sense of some experiments which appeared to show that when people were repeatedly exposed to an ad, measures of learning and...