The main theme of this paper is the enumeration of the occurrence of a pattern in words and permutations. We mainly focus on asymptotic properties of the sequence $f_r^v(k,n),$ the number of $n$-array $k$-ary words that contain a given pattern $v$ exactly $r$ times. In addition, we study the asymptotic behavior of the random variable $X_n,$ the number of pattern occurrences in a random $n$-array word. The two topics are closely related through the identity $P(X_n=r) = $ $\frac{1}{k^n}f_r^v(k,n).$ In particular, we show that for any $r\geq 0,$ the Stanley-Wilf sequence $\bigl(f_r^v(k,n)\bigr)^{1/n}$ converges to a limit independent of $r,$ and determine the value of the limit. We then obtain several limit theorems for the distribution of $X_n,$ including a CLT, large deviation estimates, and the exact growth rate of the entropy of $X_n.$ Furthermore, we introduce a concept of weak avoidance and link it to a certain family of non-product measures on words that penalize pattern occurrences but do not forbid them entirely. We analyze this family of probability measures in a small parameter regime, where the distributions can be understood as a perturbation of a uniform measure. Finally, we extend some of our results for words, including the one regarding the equivalence of the limits of the Stanley-Wilf sequences, to pattern occurrences in permutations.