Consistency should be the bedrock of any effective advertising campaign. Without consistency, no advertising campaign can be effective. One brilliant, bold, full-page ad that appears once in a magazine is worth far less than a smaller ad running with more frequency. Both alternatives cost the same, but the small ad that is run every month will give you much more impact for your marketing dollar.
Why isn’t it a good idea to run one big ad? Because that would be spending your advertising dollars like a gambler. No advertising vehicle—television, radio, print, cable, internet—performs 100% all the time. In the above magazine ad example, there are many elements out of your control:
- What if the cover of the magazine isn’t particularly interesting the month the ad runs and no one bothers to pick the magazine up off the newsstand—or even the coffee table?
- What if there’s something happening in the world that temporarily takes readers’ attention away from magazines for that issue period—high-profile trial in the news, a really nice stretch of weather, football playoffs, etc.?
- What if your beautiful, high production, full-page ad ends up getting hidden by a special insert that gets spot-glued right over it?
Of course, you might just end up having a lot of people see your ad. But by advertising more often with a smaller ad, you can be assured that your message will get across most of the time.