Why Most of Our Advertisers Run Consistent Ads

• The first time a decision maker looks at an ad, he or she does not see it.
• The second time he does not notice it.
• The third time he is conscious of its existence.
• The fourth time he faintly remembers having seen it before.
• The fifth time he reads it.
• The sixth time he throws up his nose at it.
• The seventh time he reads it through and says, "Oh, brother!"
• The eighth time he says, "There's that confounded thing again!"
• The ninth time he wonders it it amounts to anything.
• The tenth time he will ask his neighbor if he has tried it.
• The eleventh time he wonders how the advertiser makes it pay.
• The twelfth time he thinks it must be a good thing.
• The thirteenth time he thinks perhaps it might be worth something.
• The fourteenth time he remembers he's wanted it for a long time.
• The fifteenth time he's tantalized because he can't afford to buy it.
• The sixteenth time he thinks he will buy it some day.
• The seventeenth time he makes a memorandum of it.
• The eighteenth time he swears at his poverty.
• The nineteenth time he measures the value carefully.
• The twentieth time he sees it, he buys or instructs his buyer to do so.

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