Media is often looked at as a source of "quick fixes" . You've heard the phrase like, " we need to get more sales let's advertise or " let's get our message out there the customs will flock to us" .
Generally the results are disappointing due to the fact that hit and miss media campaigns have no continuity, there is no consistency. But we hear you say we do not have a big budget nor can we afford the prices of main media. The answer to this pain is, what ever your media budget may be, you can have media consistency and create frequency of impact by choosing the right mediums, flighting patterns and size/ length of media messages. Keep hitting the same target consistently. The audience numbers may be lower than larger budget competitors but the gradual build of effective frequency over time is what counts. It is effective frequency that builds top of mind, recall and response. So if you are considering the hit and miss route of " let's advertise", then keep your money in the bank. It is a waste of your funds to spend it over a few weeks and hope something miraculous might happen.
However if you are prepared to advertise with media consistency and get results no matter the size of your budget then seek out an independent media professional.
If your media policy, media strategy, media planning, media buying and media audit are not up to scratch it's time to understand Media Consistency.
Media Futures presents industry articles in the constant quest to improve return on media investment.