FREQUENCY RESPONSE, by David Margolis, President, Syndicated Ad Features

Frequent and consistent advertising builds awareness in the mind of the consumer, which leads to familiarity, which in turn creates trust. Thus, it is important that advertisers follow a regimen that places their faces, services and products on the pages of local newspapers to draw in readers.

The fact is that many advertisers grow tired of their own advertising long before their readers ever do. From their standpoint, readers value consistency, in terms of placement, style, format and an interesting, entertaining and informative topic. A customer or patient may not need your product or services today or even next week. The payoff from consistent and frequent advertising comes when there is a choice to be made and your advertising efforts have placed you top of mind at the forefront. In the reader's mind, you are a familiar, trustworthy and unwavering friend and neighbor worthy of their business.