One thing that hasn't changed, though, is that we still have to hear the new ad 2 or 3 times before it begins to affect us, even when we're already familiar with the advertiser in question and have a positive opinion of them.

Summary

This quote highlights the enduring phenomenon of advertising repetition. It suggests that despite familiarity and a positive perception of the advertiser, it still takes multiple exposures to a new ad for it to have an impact on us. This emphasizes the importance of repetition in advertising to truly capture and influence consumers, implying that a single exposure may not be sufficient to create a lasting impression or behavior change.

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