Advertising: inescapable and influential, persuasive and profitable. While there have been many claims in the past regarding how many ads the average individual is exposed to a day (5000 and 10,000 are numbers that pop up repeatedly, but both are unsubstantiated and cannot be traced back to any reputable sourceSource), efforts to quantify such exposure have failed, and, in any case, it is clear that much of what is seen and/or heard is not, and could not possibly be, remembered or retained. Far more quantifiable, however, is the immense revenue generated by advertising.