20 points on advertising effectiveness written by Thomas Smith - London 1885 - no doubt still valid to day.  Handy Hints and Tips advertising
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Courtesy -  Thomas Smith
London UK 1885
Advertising Effectiveness:
20 Points - Written by Thomas Smith, London 1885
  • The first time a person looks at an ad, he doesn't see it.
  • The second time, he doesn't 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 actually reads the ad.
  • 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 perhaps it might be worth something.
  • The fourteenth time, he remembers that he's wanted such a thing for 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 about 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 offering.