--- title: "Meaning & Key Takeaway of: One thing that hasn’t changed, though, is…" description: "\"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 fam..." image: "https://sms4smile.com/quotes/i/5db/roy-h-williams-10738_ads_one-thing-that-hasn-t-changed-though-is_2725132.png" --- # One thing that hasn’t changed, though, is that we still… ![“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.” quote by Roy H. Williams](https://sms4smile.com/quotes/i/5db/roy-h-williams-10738_ads_one-thing-that-hasn-t-changed-though-is_2725132.png) [Download](https://sms4smile.com/quotes/i/5db/roy-h-williams-10738_ads_one-thing-that-hasn-t-changed-though-is_2725132.png) [Open image](https://sms4smile.com/quotes/i/5db/roy-h-williams-10738_ads_one-thing-that-hasn-t-changed-though-is_2725132.png) > “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.” [Roy H. Williams](https://sms4smile.com/quotes/author/roy-h-williams/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. 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. ★ ★ ★ ★ ★ No ratings yet [Ad Times](https://sms4smile.com/quotes/about/ad-times-1935333/) [Ads](https://sms4smile.com/quotes/about/ads/) [Advertiser](https://sms4smile.com/quotes/about/advertiser/) [Advertiser Question](https://sms4smile.com/quotes/about/advertiser-question-2912540/) [Advertising](https://sms4smile.com/quotes/about/advertising/) [Changed](https://sms4smile.com/quotes/about/changed/) [Familiar](https://sms4smile.com/quotes/about/familiar/) [Familiar Advertiser](https://sms4smile.com/quotes/about/familiar-advertiser-2912539/) [Hasn Changed](https://sms4smile.com/quotes/about/hasn-changed/) [One thing](https://sms4smile.com/quotes/about/one-thing/) [Opinion](https://sms4smile.com/quotes/about/opinion/) [Stills](https://sms4smile.com/quotes/about/stills/) ## Related quotes > [K-asama mo A-ko I-n B-ad times & I-n G-ood times A-sahan mong ako'y N-asa likod mo lang lagi.](https://sms4smile.com/quotes/daryl-de-chavez/k-asama-mo-a-ko-i-n-b-ad-times-i-n-g-ood-times-a-sahan-mong-ako-y-n/) [Daryl De Chavez](https://sms4smile.com/quotes/author/daryl-de-chavez/) > [If you look at the heritage of the best advertising, you can make stuff that is great for both readers and advertisers. 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