Had someone ask me to day about the best way to buy media in terms of reach vs. frequency. It reminded me of this post from a couple of months ago, so I thought I'd dig it out:
Reach vs. Frequency
Let's say you have a tight advertising budget, but you feel a need to maintain some sort of presence in the media.
Here are my suggestions:
1) Question your premise. Chances are your print advertising ain't working for you. Otherwise your budgets would be bigger.
2) If you already have awareness -- your perfect prospects have heard of you -- go big and don't worry too much about frequency. Worry about making an impression.
3) If your perfect prospects don't know you, go small, but with more frequency. Be patient. Use your media as the first introduction. A way to warm up your perfect prospects before they begin dialog-ing with you via other means.
Yes -- I know this isn't right for everyone. But I'm telling you, the old saying that "half my advertising works, I just don't which half" is only about half right. It's more like 1/4 of your advertising that's "working." And it's less if you're doing it on a skinny budget.