One exposure is rarely enough to make a sale. The Rule of Repetition is basic, yet very powerful. Simply put, it means that any marketing communication is most effective when it is repeatedly brought to the attention of the target market. Most prospects don't respond immediately to a single marketing communication, or perhaps even several of them.
Repetition helps build familiarity, which in turn helps build credibility.
Some prospects will start to recognize your company and products only after they've seen them over and over again. Your prospects are bombarded with many other distractions in their busy lives. Even when your marketing communications win the attention of your prospect, and even if they decide they want to buy your product or service, other distractions in their busy lives can cause them to set your marketing materials aside. Soon, they may forget all about your offer. Your prospects may not yet have made a decision in your favor.