The seventeenth time, he makes a memorandum of it. The eighteenth time, he swears at his poverty. The nineteenth time, he counts his money carefully. The twentieth time he sees it, he buys the article or instructs his wife to do so. The above list was written by Thomas Smith of London in 1885.
Guerrillas know that the hallmark of marketing success is commitment to clear plan.
The commitment is extremely difficult to maintain after that ad has run nineteen times. But the winners hang in there because they know how to commit. And the never thought it would be easy. Some of the greatest marketing in America today is markeing that was created decades ago. Fly the friendly skies of United.