Marketing - Marketing Strategy
Choosing Advertising Frequency

Choosing Advertising Frequency

• Peak season blowout
  Employing a peak season blowout strategy involves saving all of your advertising money for one big campaign. This makes sense for businesses whose products or services are typically required during a particular season—for example, a snowplow service. In this case, the business might place its advertising in the month preceding the usual beginning of snowfall in their area. Another example would be a retailer who is particularly dependent on the Christmas trade, advertising heavily throughout December.

• Quarterly blitz
  Quarterly blitz advertising campaigns are quite common. They allow you to concentrate your ad dollars heavily during specific times, while also affording you a better chance of maintaining a place in your audience’s minds throughout the year.

• See-saw approach
  The “see-saw approach,” for lack of a formerly coined name for this strategy, is a campaign in which impact is created by running a big print ad or heavy radio/television schedule for one week, followed by smaller ad or lighter radio/television schedule in the succeeding week or weeks to reinforce the earlier impact at a lower cost.

• Continuous advertising
  All too many small businesses completely dribble away their advertising money throughout the year by placing a continuous stream of small ads. This approach never creates enough impact to net results. If you operate this way, stop it. Drop all advertising for a while and see if your business falls off. It probably won’t, and you can then feel confident in adopting a new advertising schedule.