Business-to-Business Advertising in the Current Environment, Frequency
Frequency – The beliefs about frequency remain about the same today as they always have in the trade magazine business. Frequency is the single-most important factor on the effectiveness of an advertising program. If a budget allows for smaller but more frequent ads, that is preferable to larger, less frequent ads. Keep in mind that the reader will see your ad but it will be much more effective if the reader sees your ad repeatedly.
In order for an ad to be remembered, it must be seen several times. The only way to effectively purchase print media is to consider an ad campaign an investment over years. Repeated impressions build awareness. For a monthly publication, the least effective frequency is 4x or quarterly. 6x is preferred over a 12-month period. Mixing in press releases and article contributions to an ad program will greatly increase the awareness of your company and products.
A 12x program is the most effective use of a monthly publication because the reader becomes accustomed to seeing your ad and will look for new products from your company on a regular basis. It is certain to increase brand awareness.