How many marketing impressions (regardless of the medium) does it take
before an individual will recognize the message and/or brand (for
aided and unaided awareness).  I need to complete the following
sentence..."Research shows that it takes XXX impressions for an
individual to actually internalize a marketing message."

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Request for Question Clarification by pinkfreud-ga on 30 Oct 2006 10:55 PST

Many sources say that five is the magic number:

"The more times people see an ad, the more likely it is to have an
impact. The optimal number seems to change based on the industry and
creative effectiveness, but results seem to indicate that a frequency
of five impressions per target is the most efficient."

http://www.clickz.com/showPage.html?page=831051

"The fundamental principal is that it takes five 'impressions' until
you are alive in someone else?s mind, i.e. until they feel connected
to you and trust you."

http://www.wpiventureforum.org/Newsletter/19978/feb1998.pdf

"An Atlas DMT study reveals that a solid third of all online ads are
being served up to viewers who've already seen them at least nine
times. However, after five impressions (the same person seeing your ad
five times) response plummets."

http://www.marketingsherpa.com/search.cfm?contentCode=taa

"The marketers feel that you need to have 5 impressions before a sale is made."

http://www.mwp.com/finance-center/sex-laws.php4

"Research has shown that it takes the average consumer 5 impressions,
or viewing of your marketing before they start to feel as if they know
you and trust you."

http://www.reiclub.com/articles/cherry-pick-great-deals 

Am I on target? Would this be fully satisfactory as an answer?

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Clarification of Question by lauralowell-ga on 30 Oct 2006 13:01 PST

The response is perfect...

I'm glad to have been able to help you find what you needed! I have
reposted the material below.

"The more times people see an ad, the more likely it is to have an
impact. The optimal number seems to change based on the industry and
creative effectiveness, but results seem to indicate that a frequency
of five impressions per target is the most efficient."

Internet Advertising Best Practices: Five Rules to Brand By 
http://www.clickz.com/showPage.html?page=831051

"The fundamental principal is that it takes five 'impressions' until
you are alive in someone else?s mind, i.e. until they feel connected
to you and trust you."

WPI Venture Forum Newsletter: February 1998
http://www.wpiventureforum.org/Newsletter/19978/feb1998.pdf

"An Atlas DMT study reveals that a solid third of all online ads are
being served up to viewers who've already seen them at least nine
times. However, after five impressions (the same person seeing your ad
five times) response plummets."

Inside Hyundai's Online Advertising Tactics: What Works for Behavioral
and Launch Campaigns
http://www.marketingsherpa.com/search.cfm?contentCode=taa

"The marketers feel that you need to have 5 impressions before a sale is made."

Michael Weise Productions: Finance Your Film
http://www.mwp.com/finance-center/sex-laws.php4

"Research has shown that it takes the average consumer 5 impressions,
or viewing of your marketing before they start to feel as if they know
you and trust you."

REI Club: How to Cherry Pick Great Deals from Your Desk
http://www.reiclub.com/articles/cherry-pick-great-deals

My Google search strategy:

Google Web Search: marketing "5 OR five impressions"
://www.google.com/search?hl=en&q=marketing+%225+OR+five+impressions%22 

Best regards,
pinkfreud