It just happened that the course of the campaign went negative we actually went positive for a little over a week and you do the tracking of poll numbers and it hurt us. So the public responded to those type of ads.
Scott McCallum
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One thing that hasn't changed, though, is that we still have to hear the new ad 2 or 3 times before it begins to affect us, even when we're already familiar with the advertiser in question and have a positive opinion of them.