For Advertising to Work, It Must Be Repetitive

Many people who are not trained in the art of marketing, have the false assumption that they can run one ad and make the phone ring. This is rarely the case. Regarding the need for ongoing advertising, author Debbie Elicksen says it best:

“A one-shot ad rarely works. Many businesses make the mistake of putting all their eggs in one advertising basket, blowing their whole budget on one glitzy ad in a well-known publication. Unfortunately, such ads often don’t generate a single call. For advertising to work, it must be repetitive. A seed is planted with the first ad. The second ad starts working on the subconscious. The third ad might be the one that gets noticed by those who are in the market for your product.”

[from “Self-Publishing,” by Debbie Elicksen, p 127; emphasis added]