It's about more than one ad

Client: "I don't understand why I'm not getting calls from my ad."

Us:  "How many times did you run it?"

Advertising takes money and patience....and sometimes it takes large doses of both.

One ad, in one publication, or even one week of radio spots is unlikely to produce dramatic results.Traditional advertising is about repetition and consistency over time -- that can mean several, weeks, months, or even years.

Does that mean you shouldn't advertise?

As with all marketing, that depends. And, it largely depends on your business and your customers.

If you sell a complex service to a very narrow target market, traditional advertising in mass media is probably not for you.

If you sell large volumes of consumer goods that appeal to a wide audience, then traditional advertising is probably a better fit.

Unfortunately, with marketing there are very few "magic bullets." 

So, if you're thinking of running one ad, in one outlet, with no follow up, we'd like suggest that you could spend your resources more wisely. 

Remember, your marketing is more than one single ad...it's about the big picture.