Ads Quote by Roy H. Williams
“One thing that hasn’t changed, though, is that we still have to hear the new ad 2 or 3 times before it begins to affect us, even when we’re already familiar with the advertiser in question and have a positive opinion of them.”
About This Quote
Source Interview: Marketing Talk, Roy H. Williams, 2015
Repeated exposure to an advertisement is needed for it to influence attitudes, even if the brand is already known and liked.
In simple terms: Ads must be heard multiple times to affect us.
Key Takeaway
Increase ad frequency for impact.
Themes
advertising
psychology
brand perception
Mood
analytical
pragmatic
Type
observational
strategic
When to use this quote
- product launches
- brand awareness campaigns
- media planning
- consumer research
Key Concepts
mere exposure effect
attention
memory
persuasion
Questions to Reflect On
- How many repetitions are optimal before fatigue?
- Can novelty replace frequency?
A Different Perspective
Overexposure can cause annoyance or diminishing returns.
![“The most recent incarnation of [Bob] Dylan has been the traveling journeyman/ charlatan who sings roots music, snarls dark lyrics that make "All Along the Watchtower" sound like a Disney tune, hosts an old-school radio show, and turns up in some unusual places, like ads for Chrysler and Victoria's…” quote by Jay Michaelson](https://sms4smile.com/quotes/img-quotes/734/jay-michaelson-15590_ads_the-most-recent-incarnation-of-bob-dylan_17700.jpg)
