A year-long study of newspaper advertising determined that a potential customer needs to see an ad at least ________ times before the marketing message penetrates.

Question

Quizplus · Accepted Answer

The question states that a customer needs to see an ad at least a certain number of times before the marketing message "penetrates." This suggests that the study was measuring the optimal frequency for advertising, which refers to the number of exposures needed for a consumer to recall or act on an advertisement. The most commonly cited number for optimal frequency is three, but this only refers to the minimum number of exposures needed for a consumer to recognize an ad. To fully penetrate a consumer's memory and influence their behavior, more exposures are needed. The correct answer is A) Nine, as this reflects a more comprehensive measure of optimal frequency based on the year-long study.

A Year-Long Study of Newspaper Advertising Determined That a Potential