The Feldwick Factor: Frequency and effectiveness of TV ads

A marketing manager for Dairy Products asks: "Conventional wisdom says an ad must be seen three times before it's effective is this still true (and was it ever)?" Feldwick believes that there is little real evidence that an ad needs more than one exposure before it begins to 'work' but, of course, it depends on the ad.

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 s