The law of 777
Read the caption, because in 2022 it’s another number!
How much communication does it take for marketers to influence a potential customer? This is the question that has plagued marketing specialists since the advent of the very first advertisement in the early days of the Egyptians, where Egyptians used papyrus to make sales messages and wall posters.
So how much is enough?
This is where the marketing rule of 7’s comes into play. The marketing rule of 7’s states that a potential customer must see a message at least 7 times before they’ll be provoked to take an action. But this rule dates already from the 1930.
But back then where television and radio were limited, there was less satiation and competition for consumers. Nowadays, with the ecclectic media exposure: from research, we’ve found that we want to shoot for at least 10-26 exposures to effectively communicate our message.
In media buying, a commercial is considered played out when it hits about 2600 GRPs….or the average person in the market has seen the commercial 26 times.