Ever ride a bike without training wheels? Ever fall, get up, and repeat? Like many things in life, you must have repetition to get a desired outcome. And most of the time advertising is no different.

The advertising concept, effective frequency, proposes that for all marketing messages there exists an optimal number of advertising exposures before action is taken or before that message becomes ignored. But how many impressions does it take?

Some say three impressions is enough. Others indicate seven is a good guideline and choose to implement “The Rule of 7”. While the true amount of impressions needed may forever be debated, it’s clear that repetition without over doing is an important strategy. Most media outlets even enforce limits on their digital advertising, so that viewers are not subject to the same ad more than necessary during a given day or week.

So, whether it’s falling off a bike or delivering an impression, don’t be afraid to repeat.


The David K. Burnap Advertising Agency is a full service marketing firm providing a range of marketing services from advertising and branding to media planning, web development and corporate level hosting.


  • in business since 1959
  • currently servicing and supporting clients operating on a regional, national and global basis
  • full service with particular expertise in technology/industrial B2B media planning, complex web development, personalized multi-level email/social campaigns as well as corporate level site and application hosting environments
  • technical competence in basic html as well as the popular CMS’s with an emphasis on Wordpress and Wordpress multi-site networks
  • In depth Exact Target & Salesforce experience


Please email dkb@dkburnap.com for more information
or to setup a detailed consultation.