Running a small ad every month is better than running a large ad one or two times a year. For overall effectiveness and better results, advertise as frequently as possible. This may mean smaller ads in black and white or two-color at first. You can build up to larger ads and use of four-color. The more consistently you advertise, the better your chances of being in front of prospects when they are shopping for new ideas, new products and solutions to their problems.
More media requires more discipline.
Net and others exist solely as Internet trade media. Your customers and prospects are being bombarded by more messages from more sources. Now more than ever it requires marketers to define specifically whom they are trying to reach and place advertising with media that documents its ability to deliver the target audience. Why you need to advertise consistently. Buyers change jobs.