Behind the wheel of his Aston Martin, an executive bumps into a former colleague who works in advertising and offers him a lift. The passenger asks: 'Nice car!' The driver replies: 'Thanks! A treat I allowed myself after seeing an Aston Martin ad.' The other is surprised: 'Really? I thought Aston Martin hadn't run ads for at least a decade…'
Simple: our driver had memorised an ad that had struck him at age 13. He simply never forgot it.
This is the whole point of advertising, a branding effort, or at minimum a sufficiently recurring presence on the right channels to anchor the brand in the mind of the target. Good content can trigger a purchase years later.
The 95–5 Rule: from theory to field reality
For a total addressable market (TAM) of 100%, 95% of potential buyers are not ready to buy at moment 'M'. They are said to be 'out of market'… but they will be in market in the coming weeks, months or years.
.png)
.png)
