Marketing basics boiled down to memes.

Many of us are with an ad campaign before it’s even an idea. We watch it grow from a communication strategy into a creative concept, into copy and art direction, and into layout and visuals.

But by the time it runs for a month, we’re already tired of it. Or, we’re not seeing the response we hoped for. So we figure it’s time for a fresh campaign. The problem is, our prospects have just barely been given time to start noticing our ads.

For decades, conventional wisdom had it that a prospect must be exposed to an ad seven times before it has any discernible effect. In our ever-more crowded and congested world today, that number is likely much higher.

Let it ride. Seven is just the beginning. A start. Not allowing an ad campaign the chance to live up to its potential is a rotten idea.

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