Exposure No. 1: Curiosity
Exposure No. 2: Recognition
Exposure No. 3: Decision
Often a paper about advertising begins with the assertion that the American public is "bombarded" each day by a large number of advertising messages. (Dr. Britt's foregoing article quotes several of these numbers, ranging from 117 to 484.) Other papers emphasize not the bombardment, but the "filter" which blocks out, say, 90 per cent of the total. It makes a great difference where you put your emphasis when you are trying to convey something about the power of advertising.
The joint ANA/AAAA industry presentation to the FTC in October 1971 produced surprise that so little was really known about the effects of advertising. This surprise was common to all parties, commissioners and industry representatives alike.
Ironically, the initiative taken by the industry to inventory its current expertise was what led to such unexpected and challenging consequences.