Repetition--the Key to Success

Repetition?the Key to Success in Advertising

Johnny Ray

The purpose of advertising can be varied, but it is safe to say that it has to be noticed and remembered to be effective. Repetition is one of the key ways to accomplish this. To emphasize this, consider ads in the paper. Would it be better to place one larger ad covering most of a page in the paper or a simple three column ad in the paper for the entire year?

The large ad would naturally receive more notice from a reader on that day. But, would that reader notice and remember that ad versus a three column ad running every day for a year.  Having done both, the small ad with the continuous appearance always wins.

These are considered filler ads and most newspapers give fantastic rates on these. Let?s face it once they have it set up on the computer, they have no more input work for the entire year.  The consumer learns to expect the article and knows that you have a track record. It also is interesting that they think the ads have been running for much longer than they really have.

With a smaller ad, the effort into creating a brand or memorable line is important. Let?s agree by the time your name, company name, address or phone number is used, you only have a few words left. They have to be powerful and ask for an action or a call.  Yes, a lot of effort needs to go into this small ad but once you have it completed, it is set for a long time.

There is a draw back in that if you ever stop this advertising, the consumer or reader might assume you are not in business anymore. It can become an expected piece of your business plan. For a good example, take an insurance agent advertising in the paper. On one day after years of seeing the ad the consumer needs insurance, and knows from years of seeing the ad who he wants to call. However, on this one particular day, the ad is no longer there.   The consumer may call the next person he remembers being in business for a long time.

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