dvertising is a gear with many cogs—an important one is ad frequency. In simple terms frequency is the number of times your ad is seen. The effectiveness of your advertising is improved exponentially when it is run consistently over multiple insertions.

Consider this analogy: if a nail is struck by a hammer once it barely sticks. In a short time it’ll come loose, fall out, and be forgotten. However, if a nail is hammered several times it will stick with permanence. The same goes for advertising.

Lever Brothers’ Michael Naples takes it a step further with the concept of Effective Frequency: The first time an ad runs it gets the consumer’s attention, the second insertion allows the reader to understand the product and its benefits. And the third time the ad is seen leads to consumer acceptance or familiarity. (Source: aprs.com.au)

Sure, there are times when it makes sense to run an ad only once, like when you have an anniversary or a special event. Sometimes you may find an editorial topic that provides a positive association with your business and the message you want to send. However, in most cases your print advertising is enhanced by multiple insertions over a period of time.

Multiple insertions in your campaign will lead to frequency rate discounts. If your budget allows four ads consider applying a quarterly approach. If a budget allows six insertions then alternating months is ideal.

Besides saving your business money, this approach will give repeat impressions to ensure your audience (our readers) knows about your company and products or services. Ultimately, this leaves the reader with a positive impression of your business, even at a subconscious level… so when they are making a buying decision, you’re top-of-mind.