If you want to effectively advertise your brand’s message and make yourself memorable and familiar, you need to reach consumers multiple times. Frequency makes you reliable and trustworthy, but it can also be a challenging task. If the frequency of your newspaper advertisement is too little, it will fall flat and fail to be recognized. If the frequency is too much, your readers will be unmotivated or overwhelmed. According to research across all media, the public’s first impressions of an ad have more impact than when the ad is seen again later. To understand more about the frequency of advertisements in newspapers, here are some factors to consider.
Factors to Consider for Advertising Frequency
How Established Is the Brand?
It’s obvious that the more established a brand is, the better the customer response will be, even with less exposure. If you are a startup business, you may need to increase the frequency of your ads to ensure that you are reaching your customers and making impressions. For more experienced businesses with a longstanding customer reputation, less frequent ads will still drive a desirable response for you.
Who Is the Target Demographic?
Another important area to consider before choosing your advertising frequency is your target demographic. Who are you trying to reach? A manager of a small firm may need to see your ad more often than a tech-savvy college student. The more you know about your audience and how they respond to ads, the more effective you will be in determining the best advertising frequency.
What Is the Overall Objective of Your Ad?
In general, brand awareness will require less exposure than trying to adjust your customer’s opinion about you. If your ad is an attempt to sell a product, you won’t need to expose your brand through advertising as much as if your ad is an attempt to improve your reputation. Every new advertising campaign needs to have a clear objective and you will need to factor this objective into your frequency.
If you are working in a saturated market, you will need to expose your audience to your ad more often to help them notice you more than your competitors and remember your brand. For a less saturated market, you will not need to rely so heavily on a high frequency.
Is the Purchase Big or Small?
Depending on the value of your product, you will either need to post your ads more often or less. For example, if you are selling a high-price item such as a car, you should expect to run your ads far more often than if you are selling children’s toys.
Reasons to Increase Your Advertising Frequency
Your Competitors Advertise Often
It is important to remember that you are not the only one in your industry or market trying to get the attention of your target audience. If your competitors are advertising at a higher frequency than you, you will need to increase yours as well.
Your Brand Has Lower Recognition or Loyalty than Your Competitors
If you are a new business or are launching a new product, you will need a greater frequency to get your consumers’ attention, establish trust, and help them process your message better.
You Have a Short Window of Time to Generate the Desired Action
Limited time offers should always have a higher advertising frequency. Since you have less time to impact your consumers’ purchase decision process, you will need to accelerate that path. Your aim should be to move them faster to a decision that is profitable for you.
Media Engagement Is Low
One result of consumers’ multitasking habits is that engagements can be slower for some media than others. If consumers can easily close or skip your ad such as on DVR or online, the additional frequency will be required to increase exposure and reaction to your ad.
Many Companies Advertise in the Medium You Selected
Chances are you chose this medium of advertising because it has been getting a lot of attention from your target audience. However, other companies will recognize this trend as well. You will need to increase the frequency of your ad campaign to ensure that more consumers see and process your message.
How North American Media Can Help with Your Ad Campaign
If these tips about ad frequency have helped you, you’re off to a great start. However, you may have additional questions and need guidance in setting up an ad campaign that is guaranteed to turn your leads into customers. This process can be a lot of work, but it is an essential part of running a retail business. With the help of our professional media agents, we can ensure that you target your audience, create a clear and motivating message, and stay within your budget to meet your goals.
At North American Media, we specialize in helping our clients create robust, effective, successful newspaper and print ad campaigns. We can help you reach your target audience and provide you with sound advice as to how frequently you should distribute your ads. Our variety of services can be customized to suit your business goals, and we have national and local newspaper advertising packages that can work with a range of budgets. No matter the size of your organization, we can help you retain customers and build your reputation among your audience as a company they can trust. We will also help you understand the different advertisement costs in newspapers, depending on your specific goals.
Our services also include direct mail marketing, list & insert brokerage, data solutions, list fulfillment, list management, digital media and radio, TV & Podcast media. For more information about advertisement costs in print media and how we can help grow your business contact us today!