{"id":1620,"date":"2019-05-28T16:32:22","date_gmt":"2019-05-28T16:32:22","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=1620"},"modified":"2019-05-28T16:37:44","modified_gmt":"2019-05-28T16:37:44","slug":"dominate-consistency-frequency","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/dominate-consistency-frequency\/","title":{"rendered":"Dominate-Consistency-Frequency"},"content":{"rendered":"

#3, #4, & #5 in the 7 Criteria to Effective Advertising<\/span><\/h3>\n

This is the 3rd<\/sup>\u00a0installment in the 7 Criteria to Effective Advertising series.\u00a0\u00a0Click here<\/a>\u00a0to r<\/strong>ead the original issue. To read Criteria #1, \u201cStrategy\u201d and Criteria #2, \u201cThe Message\u201d, feel free to go to our website at\u00a0www.ensmediausa.com\/ens-sales\/<\/a>.<\/h4>\n

The reason we are including these three criteria together is they all have to do with budgets and scheduling.<\/h4>\n

Criteria #3 \u201cDominate\u201d\u00a0– In other words, wherever you are advertising – Be There!\u00a0As Roy Williams suggests, \u201cIt\u2019s better to reach 100 people 10 times than it is to reach 1000 people 1 time\u201d.<\/h4>\n

All too often business owners want to run too few ads on several stations, thinking they are reaching more people.\u00a0The truth is, they may reach more people, but they won\u2019t affect anyone.\u00a0This holds true especially in direct response or event-driven advertising.<\/h4>\n

Criteria #4 \u201cConsistency\u201d\u00a0–\u00a0This represents how many weeks per month and months per year you are advertising to the same audience.\u00a0Starting and stopping a campaign is no way to build a brand.<\/h4>\n

You have probably heard a business owner or two, or twenty, say, \u201cI have been on this station for 3 months now. I think I should try and reach another audience.\u201d\u00a0No! No! No!\u00a0If they only talk to an audience for a limited time and then stop, the majority of that audience will have forgotten about the advertiser long before they will need the client\u2019s product or service.<\/h4>\n

One of the biggest mistakes that business owners make is starting and stopping.\u00a0 It’s also a HUGE waste of money! Talk to them about the importance of being consistent!<\/h4>\n

Criteria #5 \u201cFrequency\u201d\u00a0-This speaks to how many ads you run per day, per week or per month.<\/h4>\n

You might also refer to this as \u201cShare of Voice\u201d.\u00a0If you\u2019re talking to an automotive dealer and they want to run three ads per day, in most markets it won\u2019t be enough frequency.\u00a0In fact, they might only be whispering. You must have enough frequency to penetrate the minds and hearts of your listeners.\u00a0However, if you are a roofing company, or a less advertised category, 3 ads per day or 20 ads per week might be like shouting from a mountain top!<\/h4>\n

The key is having enough ads per week to make an impact in your category!\u00a0\u00a0Both Consistency and Frequency are determined by your client\u2019s budget.<\/h4>\n

Next week we will discuss why \u201cMedia Rep\u201d and \u201cMedium\u201d are at the bottom of the list!\u00a0 Until then…<\/h4>\n","protected":false},"excerpt":{"rendered":"

#3, #4, & #5 in the 7 Criteria to Effective Advertising This is the 3rd\u00a0installment in the 7 Criteria to Effective Advertising series.\u00a0\u00a0Click here\u00a0to read the original issue. To read Criteria #1, \u201cStrategy\u201d and Criteria #2, \u201cThe Message\u201d, feel free to go to our website at\u00a0www.ensmediausa.com\/ens-sales\/. The reason we are including these three criteria together […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[22,371,459,458,84],"class_list":["post-1620","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-advertising","tag-consistency","tag-dominate","tag-frequency","tag-sales"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1620","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=1620"}],"version-history":[{"count":19,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1620\/revisions"}],"predecessor-version":[{"id":1639,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1620\/revisions\/1639"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=1620"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=1620"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=1620"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}