Why Advertising Frequency is Important

October 14, 20132 Comments

Once a Day Marketing™ featured video blog: Marketing Rule of 27

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing™. Today is Smart Monday and we are looking at the Marketing Rule of 27, a fascinating study conducted about 10 years ago.

Have you ever wondered how much advertisement you have to place before potential customers absorb enough impressions to finally make your brand stick? The Marketing Rule of 27 answers this question.

The study found that to gain just one good impression in the mind of your customer you have to place an ad three different times.

The study also discovered that to really lock the brand into the mind of your customers, they have to absorb that good impression nine times. When you do the math, 9 x 3 = 27 and that is how the name of the rule is derived.

What this means to you from an advertising perspective is that you have to ensure your message is shared 27 times with the same mix of potential customers (reach) so it will resonate and capture mindshare. Review your marketing plan and develop an advertising approach that will allow your brand to sink into the minds of your potential customers.

There really is no one-hit-advertising-wonder; the Marketing Rule of 27 implies that it is an ongoing, consistent process of sharing your compelling message consistently over a period of time.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

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  1. Jim,

    In your original post’s headline you used the word “consistently” and while I understood you were referring to frequency I also think this relates to the consistency of message as far as building a company’s/organization’s and even and individual.

    This doesn’t mean it always has to be the same ad (which can become monotonous and become a negative/turnoff), but consistency of message underlying a range of various offerings, experience, expertise, etc. is equally as important.

    Geoff

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