"No matter how you are marketing your business, you need to be aware of the fact that you could be running your ads too frequently. If you are, your target market will stop listening. Think about the websites you frequent on a regular basis. How many times have you seen that same pop up ad on your favorite site? Do you honestly pay attention to it? The answer is that you probably ignore it completely or resent its presents on the site. Even if you are distributing simple ads like night club flyers or postcards, you need to pay attention to the frequency that you send the ads in order to avoid advertising wear out.
What is advertising wear out? This is what happens when you run your ad too frequently and your customers stop paying attention. Finding the right balance between having enough ads that they are noticed but not having so many that they are ignored is difficult.
First, you must understand that different types of media have different rates of wear out. For instance, television advertisements tend to entertain more than other types of ads, which makes it possible for you to run your ad more frequently. On the other hand, if you are looking flyer printing, you will find that your customers can only view the same flyer a few times before they completely ignore it.
Of course, as a marketer you want to make sure that your product, service, or business is constantly in front of your target market. You also want to ensure that the money you are spending on your advertisements is being spent effectively. Some simple marketing strategies can help you avoid the wear out factor, while still keeping your ads in the forefront of your clients’ minds.
First consider rotating your advertisements. If you are going to run ads continuously for a month, for instance, change the ad from time to time during that month. Something new and interesting will catch the eye of your potential customers. Be sure to keep the same marketing theme, however, to help with branding.
Another way you can avoid the wear out factor is to pulse your ads. Run your ads heavily one month, and then back off for the next month. When you run your ads again in the third month, they will be fresh and new to your target market.
Remember that many people will ignore your ads, so you need to use enough frequency that they cannot ignore them. On the other hand, you do not want to run them too frequently and risk falling victim to the wear out factor. Finding this balance requires knowledge of the type of advertising you are doing, your target market, and the budget. By researching each of these aspects, you can find the frequency that is the most effective for your next advertising effort."
Beware of Running Ads Too Often
May 13, 2008
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