How Often Should You Advertise?

Length of commitment is one of the questions advertisers often wrestle with when signing up for advertising. Some advertisers want to run one or two ads to gauge the effectiveness of the medium. According to this paper, How to Succeed with Newspaper Advertising, the reason one want to advertise steadily is to build trust, "With newspaper advertising, Consistent Advertising = Familiarity = Trust = Customers. People won't buy from them until they trust themselves." The author continues by saying, "Trust and confidence take time to build up. To be successful with newspaper advertising, one need to persistence, patience, and a budget to keep their newspaper advertising running to build that trust."