It’s one of the well-known facts of marketing that it usually takes repetition to get your message across.
The first time your ad runs or the postcard arrives, it probably doesn’t even get noticed. Maybe the third or the ninth time it does.
That’s important two ways. It tells you a “one-shot” ad campaign is almost certainly doomed to failure. So you need to plan for the long haul.
And it tells you that one of the points that needs to be settled is size of mailing or distribution of ad or marketing pieces, versus frequency of repetition.
In short, if you have a limited budget, is it better to get the same message in front of people more often, or to get it in front of more people?
Rosser Reeves in “Reality in Advertising” claims it is always better to reach more people. That may have been more true in 1960 than it is now (when the constant marketing barrage is incessant). But it has never been wholly true. That by the way, is probably the biggest error in what may be the best book on marketing ever written.
And there is no certain way to estimate in advance the optimum frequency versus reach ratio.
This is one more reason to test and measure. FIND OUT what the optimum frequency is to maximize the return on your marketing dollar.