MOVING AN AUDIENCE TO ACT
Since advertising is the primary method for businesses to inform and influence individuals to consider and purchase their products, the question is often asked, “How many exposures are needed to cause an individual to act?” Unfortunately there is no formula available to answer this question but there are considerations that can help.
Roger Wimmer, Ph.D. authored an article, “The Five Stages of Communication/Persuasion”. In his article Dr. Wimmer points out that all people must pass through five stages to make a decision about anything or learn anything. These stages are 1) Unawareness, 2) Awareness, 3) Comprehension, 4) Conviction and 5) Action.
If bringing an audience from the stage of Unawareness to the final stage of Action is the goal, the frequency of exposure to an advertising message will be much higher than that which is required for just moving the audience from Conviction to Action.