Gain Investor's Mindshare
Frequency and Repetition

Investor's limited attention and constraint cognitive capacity sways them to look only at the stock symbols he/she is familiar with and recommended by trusted sources (have some mindshare). There are 50,000 stock symbols to choose from worldwide and 10,000 in the US. 72% of the investors read the public filings before investing (dozens, if not hundreds of pages). Does your stock symbol have some mindshare of all retail and institutional investors to sway them to evaluate your stock?

Applying advertising theory to investor relations


Investors can invest in your stock only if they know it exists, and similarly consumers can only buy products they know it exist.

Product marketers have used for a long time ads that are placed repeatedly, across multiple media and over a certain frequency to first build consumer sub conscious awareness and then build the desire to buy their product.

Consumers buy products, investors buy-sell stocks; both are humans and behave similarly. Below are two important advertisement theories that can be applied to investor relations to build ticker symbol awareness, also known as mindshare, in the investor's mind.

Frequency and repetition

Applied to advertisement

Thomas Smith wrote in 1885 a guide called "Successful Advertisement" which is still in use today.

# of exposures to adBehavior
People look at any given ad, they don't even see it.
they don't notice it.
they are aware that it is there.
they have a fleeting sense that they've seen it somewhere before.
they actually read the ad.
they thumb their nose at it.
they start to get a little irritated with it.
they start to think, "Here's that confounded ad again."
they start to wonder if they're missing out on something.
they ask their friends and neighbors if they've tried it.
they wonder how the company is paying for all these ads.
they start to think that it must be a good product.
they start to feel the product has value.
they start to remember wanting a product exactly like this for a long time.
they start to yearn for it because they can't afford to buy it.
they accept the fact that they will buy it sometime in the future.
they make a note to buy the product.
they curse their poverty for not allowing them to buy this terrific product.
they count their money very carefully.
they buy what is offering.

Frequency and repetition

according to General Electric

Years before General Electric thought of buying NBC, a tall, courtly GE psychologist named Herbert Krugman gave the networks a gift better than money. He had a theory that seemed to say, "heavier TV weight is better."

Herbert E. Krugman wrote "The Impact of Television Advertising: Learning without Involvement". His theory has been adopted and widely use in the advertising arena. The following statement encapsulates his theory:

"Let me try to explain the special qualities of one, two and three exposures. I stop at three because as you shall see there is no such thing as a fourth exposure psychologically; rather fours, fives, etc., are repeats of the third exposure effect.

"Exposure No. 1 is...a "What is it?" type of... response. Anything new or novel no matter how uninteresting on second exposure has to elicit some response the first time...if only to discard the object as of no further interest...

The second "What of it?"...whether or not [the message] has personal relevance...

"By the third exposure the viewer knows he's been through his "What is it's?" and "What of it's?," and the third, then, becomes the true reminder . . . The importance of this view . . . is that it positions advertising as powerful only when the interested in the [product message]...Secondly, it positions the viewer as...reacting to the commercial very quickly...when the proper time comes round.

"There is a myth in the advertising world that viewers will forget your message if you don't repeat your advertising often enough. It is this myth that supports many large advertising expenditures...I would rather say the public comes closer to forgetting nothing they have seen on TV. They just "put it out of their minds" until and unless it has some use . . . and [then] the response to the commercial continues.

According to Krugman there are only three levels of exposure in psychological, not media, terms: Curiosity, recognition and decision.

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tells you where you lose viewers

Aggregating this information shows you where people drop off and which content performs best with your audience. Use Trends to see how your entire video library performs over time and helps build your audience.

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