Effective Frequency and More in Flyer Advertising

Every single day, people are exposed to an enormous variety of media in advertising, including print, television, radio, email, social media and more. Indeed, advertising has come a long way, and become even more multifaceted than ever, and because there are a plethora of similar products on the market, the competition is fierce. One way to introduce and maintain the exposure of your particular product is through frequent and successful repetition.

Targeting the Audience: Effective Frequency Defined

flyer advertisingThe idea of effective frequency has been defined in several ways. Ideally, it refers to the amount of exposure consumers should be given to a particular product. This exposure would have to be the middle ground—not so little that the message is not received and retained, and yet not too sustained or frequent so as to cause over saturation. A tricky balance!

One of the top considerations should be the response that is incited in the consumer, because all types of advertising need a call of action. This means that it’s desirable to allow your audience to have multiple opportunities to see the product, so a medium such as flyer advertising is effective.

Structuring the Campaign for Effective Exposure

Traditional advertising has given birth to the concept of the magic three in effective exposure. In other words, a repetition frequency of three times is a highly effective rule of thumb. While this has traditionally worked for certain types of advertising, the fast-moving industry has now also introduced the concept of flexibility and dependability of effective frequency based on the campaign itself.

Advertising During Tough Times: Do It or Ditch It?

Economic fluctuations, particularly pitfalls, are a major setback that companies will inevitably experience. When this hits a company, one of the first aspects of the business to go would be the advertising arm.

flyer advertisingThis is usually caused by panic. When a company seems to be on the brink of collapse, those who are not able to keep a leveled head and foresight may assume that advertising budgets should be cut back—sometimes, even completely—so that so-called unnecessary spending does not waste company funds.

During times where dips and setbacks are prominent, however, the more forward-looking companies know that when it comes to publicity and promotion, be it traditional methods such as flyer advertising or technology-based digital advertising, cutting this out entirely sets you back more in the long run and harms a company’s attempt to recover.

The bottom line? Advertising gives a product exposure to its market. Even if the economy is not entirely reliable during economic pitfalls, effective and relatively frequent advertising allows consumers to see and learn about the benefits of the product and continue to purchase on an informed basis.

 

Creative Commons Attribution: Permission is granted to repost this article in its entirety with credit to Toronto Advertising and a clickable link back to this page.

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