Law of 29
What it is:
The law of 29 is a marketing theory that claims that individuals will purchase a new product or service after having been exposed to related advertising 29 times.
How it works (Example):
The law of 29 is based on the idea that people are largely uninterested in buying new products. The law of 29 says that only after an individual has been exposed to 29 advertising attempts -- whether through images, text, commercials, product placement, celebrity endorsement, etc) -- will he or she be more likely to buy the product.
Why it Matters:
It is important to remember that the law of 29 is not a steadfast, replicable "law." It is only the number of times, on average, that marketers believe an individual must be pitched before being convinced to buy something.