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The Importance of Repetition In Advertising

  •  Advertising   •  The Importance of Repetition In Advertising

The Importance of Repetition In Advertising

This morning while getting ready for work, I turned on my local country station via IHeartRadio as per usual. During the next 30 minutes, I heard the same radio advertisements no less than four times from Microsoft Office 365 and Sprint. That’s right. Nearly every commercial break had the same 30 second spot promoting the flexibility, security, and mobile-friendliness of the software and the former “Can you hear me now?” Verizon guy promoting his switch to Sprint.

Here’s what both companies did right with their ads:

The time of day.

The ad ran during the prime commuter time of 7:30 to 8 a.m. as people headed out to work. This maximized the ad’s exposure to Microsoft’s target audience. It also increased the chances of the product being top of mind when people got out of their cards and walked into their offices.

 

Repetition. Repetition. Repetition.

When I was a kid, my dad had me write out all my spelling words 10 times each so I would remember them. While I hated that the teacher only wanted us to write them out three times, I always got As in spelling. My dad was right. Repetition is the key to retention.

The same applies for advertising. In a world where consumers are bombarded with advertising at every turn (literally when in our cars), it’s hard to stand out AND be remembered. So when you’re looking to stick in people’s minds, repeat, repeat, repeat.

 

Running a single ad, no matter the medium you use, will not deliver the same return as multiple ads. (The single exception being an ad spot during the Super Bowl and even then brands have been known to spend money on multiple spots.)

Getting the most ROI for your ad spend

In order to get the frequency you want, or can afford, you may have to forego the original placements you wanted. Don’t sweat it.  Balance your budget to keep your first ad exactly where you want it, then let the rest of your placements move around as long as the frequency and repetition is there. The key is to keep your product top of mind with consumers and do that, you need to repeat, repeat, repeat. Plus, the more ads you run, the less each placement costs.

 

Want to get more from your advertising spend? We can design the right ad for your chosen medium and campaign goal. Get in touch today! 

Channing Muller is an award winning marketing & public relations consultant and the principal of DCM Communications. She works with event professionals and business owners to grow and scale their businesses with refined marketing strategies developed through one-on-one and group consulting, customized marketing programs and public relations. She has been named a "25 Young Event Pro to Watch" by Special Events magazine and "40 Under 40" by Connect Meetings. Channing is an avid runner, lover of labrador retrievers, good food, delicious drinks, and an advocate for the American Heart Association. Follow her on Instagram @ChanningMuller.