Repeat Exposure

Here are some of the advertising and marketing options I have been exposed to in the last 24 hours:

1. Radio Stations (both AM & FM).
2. Television Stations (both broadcast & cable)
3. Billboards
4. Newspaper
5. Direct Mail
6. Website advertising
7. Email advertising
8. Business Cards
9. Building Signage
10. Grocery store coupon on back of receipt
11. Restaurant Placemat
12. Van and Truck Signage
    
13. Bathroom signage
14. Phone Book
15. Local Magazine
    

What makes some of these better than others? Repeat Exposure is one big difference.

How many people are going to see your Yellow Page Ad vs. see your TV commercial vs. see your business card?

Here's a real life example:

$5000 a month will buy a 3/4 page Yellow Page ad that is seen only when someone is looking for it. $5000 a month will buy you a weekly 1/4 page newspaper ad. $5000 a month can buy you 200 radio ads reaching over 100,000 people a week in my town.

You see it's not just the cost of advertising, its also what you get for your money. Sure it costs more to run an ad campaign on mass media, but add up all the little things that don't get repeated exposure and you can spend just as much money with much smaller return on your investment.