Know-How Exchange : Student Questions

If all you want to do is get name recognition, it may not take too many. Depending on the "clutter" in your product category, that could be anywhere from 3-4 all the way to 20-30.

Now, if you want people to understand your positioning as well as your name, perhaps the low end would be double or triple that, and the high end could be 50-100% more.

The operative consideration is the creative "envelope" in which your message is delivered. Great creative (i.e., highly engaging and memorable) will cut the number of exposures required dramatically, while poor creative will extend it indefinitely.

You also have to consider the medium/media you use. For example, if you're the only advertiser on television while all your competitors are in print (only), you might have an advantage in getting name recall more quickly. Etc.