ABSTRACT
Ten years ago, in the December 1972 issue of the Journal of Advertising Research, I suggested, based on a variety of research, that three exposures was typically the optimal frequency for television advertising. The first exposure was described as producing a cognitive or “What is it?” type of response, the second exposure by a more evaluative “What of it?” type of response, and the third exposure by recognition of prior familiarity with the commercial and the beginning of withdrawal.
