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Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency


This is the third article of a three-part series. I'm illustrating the marketing challenges of PrescottWeddings.com, a small business.

If you don't remember anything else about marketing, remember this: Frequency is king.

The more often you can get your name in front of your potential and current customers, the more likely you will make a sale.

Depending on what study you look at, people need to see your message anywhere from three to 27 times before they act upon it.

And, if you want to brand your business, then you need to get it in front of your customers as often as possible.

How do you think Ivory Soap, Campbell Soup and Tide all built their brands so deeply into our minds? Through years and years of repeatedly advertising. That's why those brands pop into our head when we think about soap, soup or laundry detergent.

So if you want to build your brand, then you need to advertise frequently.

There's another benefit to advertising frequently. It also helps your current customers.

People like to know they made the right decision after they purchased something. How much reassurance they need depends on how much they spend, but everyone needs some confirmation they made the right decision. Your advertising can help.

Studies have shown that people are more aware of car ads after they purchased a car -- specifically car ads of the model they bought. And they're more likely to both believe and approve of the message. Again, because they want to know they made the right decision.

So there are many good reasons to advertise frequently. Does that mean you have to spend a fortune? Not necessarily. There are a few tricks you can use to get the frequency you need at a low cost. (These are print tricks -- other advertising outlets, such as radio and online, we'll talk about in future issues.)

1. Make your ad as small as possible. Small ads cost less. See "Advertising on a Budget - Part 2: Thinking Small" for more information on shrinking your ad.

2. It's better to schedule your ads to run all at once than spread them out. People will never remember when they don't see your ad, only when they do. If they see your ad a lot in one week, they're going to be under the impression you advertise all the time because they won't remember NOT seeing your ad other weeks.

3. Take advantage of any frequency programs your newspaper offers. And definitely sign a contract -- don't run ads under the open rate.

Here's how it worked for PWC.

The newspaper had a program called "3 For Free." If you ran an ad three days in a row, you got the next three days for free (the paper was published six days a week).

We designed a tiny ad -- a one by two inch ad -- and we ran it six days in a row. Then we skipped the next three weeks and did the same thing again the next month.

After a year of doing this, PWC had people coming up to her telling her they saw her ad "all the time." Business owners wanted to advertise on PWC because they could see the commitment PWC had to advertising. Brides and grooms were visiting PWC on a regular basis because they were being "reminded" monthly.

What did all this cost? About $100 a month.

But, a word of caution. It takes time to build a business and a brand. It won't happen overnight. But it will happen, especially if you remember to keep getting your name in front of your customers and potential customers as often as you possibly can.

Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. November / 19 / 2019

Social media platforms spark debate over political advertising policies - Boise State University The Arbiter Online
  1. Social media platforms spark debate over political advertising policies  Boise State University The Arbiter Online
  2. Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Spiegel  CNBC
  3. Snapchat says, unlike Facebook, it will fact-check political ads  Mashable
  4. National View Column: Unchecked political advertising on social media a threat to our democracy  Duluth News Tribune
  5. Twitter releases final details of political advertisement policy  ConsumerAffairs
  6. View full coverage on Google News

Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true - USA TODAY
Is Ben & Jerry's misleading consumers? Lawsuit says 'happy cow' representation not quite true  USA TODAY

We Need to Fix Online Advertising. All of It. - Slate
We Need to Fix Online Advertising. All of It.  Slate

Doctors demand ban on cigarette advertising in Germany - Yahoo Sports
Doctors demand ban on cigarette advertising in Germany  Yahoo Sports

Juul Is Sued by New York Attorney General for Advertising to Underage Users - TheStreet.com
Juul Is Sued by New York Attorney General for Advertising to Underage Users  TheStreet.com

We Insure Joins Forces with Adwerx to Power Digital Advertising for All Franchise Locations - Yahoo Finance
We Insure Joins Forces with Adwerx to Power Digital Advertising for All Franchise Locations  Yahoo Finance

Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’ - Fortune
Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’  Fortune

Headgum Podcast Network Launches "Gumball": The Modern Advertising Marketplace Connecting Brands Directly with Podcasters - Yahoo Finance
Headgum Podcast Network Launches "Gumball": The Modern Advertising Marketplace Connecting Brands Directly with Podcasters  Yahoo Finance

California sues Juul over advertising, teen vaping sales - Chicago Tribune
California sues Juul over advertising, teen vaping sales  Chicago Tribune

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

Digital Remedy's New Flip OTT Advertising Platform Offers First ROAS Tracking for Digital TV Advertising - PRNewswire
Digital Remedy's New Flip OTT Advertising Platform Offers First ROAS Tracking for Digital TV Advertising  PRNewswire

Five Ways 5G Will Change Digital Advertising - MarTech Series
Five Ways 5G Will Change Digital Advertising  MarTech Series

Ad-Lib Raises $6M, Leverages AI to Enhance Digital Advertising - MarTech Advisor
Ad-Lib Raises $6M, Leverages AI to Enhance Digital Advertising  MarTech Advisor

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

Microsoft Advertising Editor Has Been Redesigned - Search Engine Roundtable
Microsoft Advertising Editor Has Been Redesigned  Search Engine Roundtable

Could Mirriad Advertising plc's (LON:MIRI) Investor Composition Influence The Stock Price? - Yahoo Finance
Could Mirriad Advertising plc's (LON:MIRI) Investor Composition Influence The Stock Price?  Yahoo Finance

Getting rid of microtargeting in political advertising is a terrible idea - The Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  The Washington Post

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

Global Cross-Channel Performance Advertising Platform Market Growth (Status and Outlook) 2019-2023 - Eastlake Times
Global Cross-Channel Performance Advertising Platform Market Growth (Status and Outlook) 2019-2023  Eastlake Times

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

Twitter Releases New Global Political Advertising Policy - Lexology
Twitter Releases New Global Political Advertising Policy  Lexology

Call for Lawmakers to Loosen School Advertising Restrictions Overlooks Real Costs to Students - PR Web
Call for Lawmakers to Loosen School Advertising Restrictions Overlooks Real Costs to Students  PR Web

SEC To Overhaul Investment Adviser Advertising Rule - Lexology
SEC To Overhaul Investment Adviser Advertising Rule  Lexology

Decline In Sina's Q3 Advertising Revenue Isn't A Cause For Concern Yet - Trefis
Decline In Sina's Q3 Advertising Revenue Isn't A Cause For Concern Yet  Trefis

Spain: News on the online gambling advertising Code of Conduct - Lexology
Spain: News on the online gambling advertising Code of Conduct  Lexology

California Sues Juul, Alleging E-Cigarette Maker Targets Teens With Vaping Advertisements In New Lawsuit - CBS Los Angeles
California Sues Juul, Alleging E-Cigarette Maker Targets Teens With Vaping Advertisements In New Lawsuit  CBS Los Angeles

How Publishers Are Missing $13B in Video Advertising Revenue - Tubular Insights
How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

Drawing Back The Curtain On Facebook's Vaccination Advertising - American Council on Science and Health
Drawing Back The Curtain On Facebook's Vaccination Advertising  American Council on Science and Health

Barnstable County Fair wins advertising awards - News - Cape Cod Times
Barnstable County Fair wins advertising awards - News  Cape Cod Times

Hyundai Confirms Super Bowl LIV Advertising - PRNewswire
Hyundai Confirms Super Bowl LIV Advertising  PRNewswire

What Makes Advertising Work? High Point University Students Are Finding Out - WFMYNews2.com
What Makes Advertising Work? High Point University Students Are Finding Out  WFMYNews2.com

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce - The Missoulian
ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce  The Missoulian

Money spent on beer ads linked to underage drinking - Science Daily
Money spent on beer ads linked to underage drinking  Science Daily

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

In-game Advertising Market – North America, Latin America, Europe, Asia Pacific , Middle East and Africa - Sound On Sound Fest
In-game Advertising Market – North America, Latin America, Europe, Asia Pacific , Middle East and Africa  Sound On Sound Fest

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

The Brand Factory is recognized for 9 Advertising awards by the National Association of Home Builders - Benzinga
The Brand Factory is recognized for 9 Advertising awards by the National Association of Home Builders  Benzinga

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

SEC Releases Proposal to Revise the Advertising and Cash Solicitation Rules for Investment Advisers - Lexology
SEC Releases Proposal to Revise the Advertising and Cash Solicitation Rules for Investment Advisers  Lexology

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

Apple's ad agency has layoffs as the company beefs up its in-house ads group - CNBC
Apple's ad agency has layoffs as the company beefs up its in-house ads group  CNBC

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

SEC Proposes Amendments to Advertising and Client Solicitation Rules under the Investment Advisers Act - JD Supra
SEC Proposes Amendments to Advertising and Client Solicitation Rules under the Investment Advisers Act  JD Supra

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

Measuring online behavioral advertising: One more step to protect users - EurekAlert
Measuring online behavioral advertising: One more step to protect users  EurekAlert

Luxury Daily - Luxury Daily
Luxury Daily  Luxury Daily

How Diageo is knocking unconscious gender biases out of its advertising - Business Insider India
How Diageo is knocking unconscious gender biases out of its advertising  Business Insider India

‘Meth. We’re on It’: South Dakota’s Anti-Meth Campaign Raises Eyebrows - The New York Times
‘Meth. We’re on It’: South Dakota’s Anti-Meth Campaign Raises Eyebrows  The New York Times

Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking' - Complex
Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking'  Complex

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Skift
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

Prepare for Your end-of-Year Advertising Push with Arutz Sheva - Arutz Sheva
Prepare for Your end-of-Year Advertising Push with Arutz Sheva  Arutz Sheva

Lamar Advertising Reaches Analyst Target Price - Nasdaq
Lamar Advertising Reaches Analyst Target Price  Nasdaq

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs - Forbes
The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs  Forbes

Walmart is rolling out tools and API to grab Amazon advertisers - Business Insider
Walmart is rolling out tools and API to grab Amazon advertisers  Business Insider

Spanish Gambling Operators Reach Advertising Agreement - Inkedin
Spanish Gambling Operators Reach Advertising Agreement  Inkedin

Programmatic Advertising Platform Market Global and Regional Analysis by Top Key Market Players, Key Regions, Product Segments, and Applications 2024 - Tech Estate Today
Programmatic Advertising Platform Market Global and Regional Analysis by Top Key Market Players, Key Regions, Product Segments, and Applications 2024  Tech Estate Today

State investigating marijuana advertising at Lewiston Colisée - Press Herald
State investigating marijuana advertising at Lewiston Colisée  Press Herald

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Vince Baertsoen joins Framestore as global head of CG for integrated advertising - Shots
Vince Baertsoen joins Framestore as global head of CG for integrated advertising  Shots

Truck advertising CT2030 outside the Capitol paid for by labor union - Yankee Institute
Truck advertising CT2030 outside the Capitol paid for by labor union  Yankee Institute

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

Mispadu: Advertisement for a discounted Unhappy Meal - We Live Security
Mispadu: Advertisement for a discounted Unhappy Meal  We Live Security

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin - Racine County Eye
Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin  Racine County Eye

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Free-to-air TV advertising forecasts downgraded by analysts - AdNews
Free-to-air TV advertising forecasts downgraded by analysts  AdNews

UK advertisers balk at high cost of targeted TV ads - Digiday
UK advertisers balk at high cost of targeted TV ads  Digiday

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

Burger King Faces Lawsuit For Advertising Impossible Whopper As Beef-Free - Raise Vegan
Burger King Faces Lawsuit For Advertising Impossible Whopper As Beef-Free  Raise Vegan

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

Executive Spotlight: Lamar Advertising Company's Jay Johnson - Greater Baton Rouge Business Report
Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

Iconic Newspapers advertising executive to feature on Pulling With My Parents - Waterford Live
Iconic Newspapers advertising executive to feature on Pulling With My Parents  Waterford Live

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Redbrick Meets: False Advertising - Redbrick
Redbrick Meets: False Advertising  Redbrick

Benefits of Using Digital Signage for Advertising - Demotix.com
Benefits of Using Digital Signage for Advertising  Demotix.com

Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R - Business Insider India
Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R  Business Insider India

Taglr Launches Digital Advertising Platform ShopperAds - BW Businessworld
Taglr Launches Digital Advertising Platform ShopperAds  BW Businessworld

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Why men's advertising is in crisis - The Drum
Why men's advertising is in crisis  The Drum

Mobile Advertising Plugins Market Technology, Growth Insights and Future Scenario by 2026 | Key Companies Adnuntius, Publishing Software Company, The Trade Desk - Market Expert
Mobile Advertising Plugins Market Technology, Growth Insights and Future Scenario by 2026 | Key Companies Adnuntius, Publishing Software Company, The Trade Desk  Market Expert

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