In his book Guerrilla Marketing, Jay Levinson tells us that when working with clients he considers the greatest stumbling block to be their inability to understand commitment. He suggests thinking about the following list each time you run an ad and achieve less of a response than you expected �

• The 1st time a man looks at an ad, he doesn�t see it.
• The 2nd time, he doesn�t notice it.
• The 3d time, he is conscious of its existence.
• The 4th time, he faintly remembers having seen it.
• The 5th time, he reads the ad.
• The 6th time, he turns up his nose at it.
• The 7th time, he reads it through and says, �Oh brother!�
• The 8th time, he says, �Here�s that confounded thing again!�
• The 9th time, he wonders if it amounts to anything.
• The 10th time, he will ask his neighbor if he has tried it.
• The 11th time, he wonders how the advertiser makes it pay.
• The 12th time, he thinks it must be a good thing.
• The 13th time, he thinks it might be worth something.
• The 14th time, he remembers that he wanted such a thing for a long time.
• The 15th time, he is tantalized because he cannot afford to buy it.
• The 16th time, he thinks he will buy it someday.
• The 17th time, he makes a memorandum of it.
• The 18th time, he swears at his poverty.
• The 19th time, he counts his money carefully.
• The 20th time he sees the ad, he buys the article or instructs his spouse to do so.