“Advertising works through repetition. When using print advertising, do not plan on the one-shot approach. Be consistent. Never assume that your clients know what your company is or does. Create a consistent image. It will make you look professional and will make you appear more entrenched.”

    -- From one company’s promotion instruction manual

On average, we each see 3,000 different commercial messages daily! Amazing, isn't it? That doesn't mean however, that we comprehend 3,000 different commercial messages daily. It means merely that we see them. Advertising is everywhere. It's on your computer screen. It's in your car. It's on the ball cap your son wears. It's on socks and shoes. Belts and pants. It's on billboards, of course, and sign posts. It's on windows, in supermarkets, on cups and flatware. Advertising messages are everywhere!

We can't possibly read every advertising message we see, or even begin to comprehend each one. And surely we do not respond to most of them -- although subconsciously, we may respond more than we realize. (Was buying that leather jacket a matter of need, or was it the result of seeing, over a period of days or weeks, numerous advertisements for leather jackets?)

In spite of the preponderance of advertising, most of it generates few or no results. It was the great department store developer, John Wanamaker, who said, "Only half of my advertising is effective. The problem is, I don't know which half."

Coffee News provides advertisers the inexpensive repetition of ads needed to establish buyer patterns – weekly exposure with additional exposure through second and more readings. Restaurant patrons are free to take one to share with other friends or put it back in its holder for the next customer to enjoy.

When Coffee News ads are used in conjunction with other advertising – TV advertising for example – the Coffee News ad BECOMES A RE-RUN OF THE TV COMMERCIAL IN THE READER’S MIND. This is connected to the topic of Ad Residue, which we discussed in an earlier CoffeeFax.

Hints to Intending Advertisers
By Thomas Smith, London, 1885