REPETITIONFrequently Asked Questions

“Advertising works through repetition. When using print advertising, do not plan on the one-shot approach. Be consistent. Never assume that your clients know what your company is or does. Create a consistent image. It will make you look professional and will make you appear more entrenched.”

On average, we each see 3,000 different commercial messages daily! Amazing, isn't it? That doesn't mean however, that we comprehend 3,000 different commercial messages daily. It means merely that we see them. Advertising is everywhere. It's on your computer screen. It's in your car. It's on the ball cap your son wears. It's on socks and shoes. Belts and pants. It's on billboards, of course, and sign posts. It's on windows, in supermarkets, on cups and flatware. Advertising messages are everywhere!

We can't possibly read every advertising message we see, or even begin to comprehend each one. And surely we do not respond to most of them -- although subconsciously, we may respond more than we realize. (Was buying that leather jacket a matter of need, or was it the result of seeing, over a period of days or weeks, numerous advertisements for leather jackets?)

In spite of the preponderance of advertising, most of it generates few or no results. It was the great department store developer, John Wanamaker, who said, "Only half of my advertising is effective. The problem is, I don't know which half."

Coffee News provides advertisers the inexpensive repetition of ads needed to establish buyer patterns – weekly exposure with additional exposure through second and more readings. Restaurant patrons are free to take one to share with other friends or put it back in its holder for the next customer to enjoy.

When Coffee News ads are used in conjunction with other advertising, the Coffee News ad BECOMES A RE-RUN OF YOUR OTHER AD(s) (i.e. TV commercial, radio ad, other print ad(s), billboard, etc.) IN THE READER’S MIND. This is the marketing concept known as "Ad Residue."

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The first time a man looks at an advertisement, he 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 turns up his nose at it.
The seventh time, he reads it through and says, 'Oh brother!'
The eighth time, he says, here's that confounded thing again!
The ninth time, he wonders if it amounts to anything.
The tenth time, he asks 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 it might be worth something.
The fourteenth time, he remembers wanting such a thing a long time.
The fifteenth time, he is tantalized because he cannot afford to buy it.
The sixteenth time, he thinks he will buy it some day.
The seventeenth time, he makes a memorandum to buy it.
The eighteenth time, he swears at his poverty.
The nineteenth time, he counts his money carefully.
The twentieth time he sees the ad, he buys what it is offered.

Science has shown through studies that a person must see your product NINE times before they will feel apathy toward it and be inclined to buy it. Week nine of your advertising program should be noted as an interesting benchmark to look at for an idea of initial response.