What is the Law of 29?

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 Does the Law of 29 Work?

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 Does the Law of 29 Matter?

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.