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Like Weight Loss and Exercise, Advertising Must be Consistent to Produce Best Results
Deciding to advertise your business always raises the question: how long should I advertise? The temptation is to do enough to see if it works before committing to a longer-term investment. Should you invest in periodic, high-impact campaigns or maintain a steady presence? Here is some research to help with that decision and why consistency wins the race.
1. The Elusive Impact of Sporadic Advertising
Go Long!
McKinsey researched more than 600 large and mid-sized publicly listed companies in the US over 15 years. It showed that firms with long-term advertising strategies had 47% more top-line growth than the other companies, 36% higher earnings, and an average market capitalization of $7 billion.
2. The Steady Drumbeat: Consistency Pays Off
Steady Drips Fill the Tub
A Radio Advertising Bureau study found that consistent advertising on radio is more effective than short-term off-and-on flights on different stations. The study found that radio campaigns with a long term arc were more effective than shorter ones.
3. The Numbers Speak: Does Advertising Pay Off Long-Term?
Research Insight: Business Up with Ad Dollars
Looking at US advertising spending from 1960 to 2018, researchers found a significant increase in annual advertising outlays relative to gross domestic product. This shift includes everything from print to internet-based digital advertising. Businesses that maintain a steady presence benefit from cumulative effects—each ad builds upon the previous one, reinforcing brand awareness and driving results. Consider advertising consistently on a radio station as a compounding interest investment. The more you save and reinvest, the higher the return.
4. The Five Keys to Advertising Effectiveness
Insights from NCSolutions
NCSolutions and Nielsen conducted a comprehensive analysis based on nearly 500 studies. They identified five critical factors driving advertising effectiveness:
- Creative: Engaging and memorable ads leave a lasting impression.
- Reach: Consistent exposure to the target audience maximizes impact.
- Targeting: Precision matters—reaching the right people at the right time.
- Recency: Recent ads have a stronger influence on consumer behavior.
- Context: Placing ads in relevant contexts enhances effectiveness.
Conclusion: It’s a Marathon, Not a Sprint
Consistent advertising isn’t glamorous; it lacks the adrenaline rush of a flashy campaign yelling about buying from you by the end of the month. Yet, it’s the steady marathon that yields sustainable results. Businesses should view advertising as an ongoing investment rather than a sporadic expense. Maintaining a consistent presence drives trust, brand identity, and growth. So, next time you consider turning off the ad tap, take the advice John Heywood gave almost 500 years ago. Rome wasn’t built in a day.
Businesses aiming for long-term success should find an advertising partner that aligns with their customers, commit to a consistent plan, and reap the rewards of persistence.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
