Why three exposures may be enough

Herbert E. Krugman

This article argues that two or three exposures to an ad are much more important than a single or multitude of exposures.

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...

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