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Yes, but when you show the same ad within minutes, surely large numbers of eyes find somewhere else to be.

That is because you "remember" that you've seen it before.
The problem is that the way most (or too many) ads are structured the things that you are remembering may or may not be the key point or message. Some ads are designed to call you to action (click or buy). Other ads are designed for you to remember a brand, for example.
If you are remembering a dumb face or a bouncing ball...it might be a wasted ad.
But if you are remembering a green lizard selling insurance -- then it may have worked.
If you hate the green lizard, it was a waste.
If it causes you to now hate the green lizard it was a negative.

Mike
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