You have to run an ad twenty-seven times against one individual before it has its desired impact. Why? Because only one out of nine ads is seen, and you’ve got to see it at least three times before it sinks in.

There are many new forms of advertising, especially with the rise of Internet usage and the development of guerrilla advertising. In today’s competitive commercial world, advertising is one of the most dominant forms of communication.

Guerilla marketing provides the personal encounter that is so vital in the emotional economy – the consumer can see the face of a brand. It makes sense to distribute sample goods or advertising for the brand at places where the target audience congregates.

Emotional Branding by Marc Gobé