Whether you do radio, television, online, print, billboard, or other media, it should be planned so you ensure you have the right mix of each to maximize your results. You also want to look at seasonality, holidays, key community events, and inventory or promotions to drive and factor into your overall plan. Another factor to success is frequency. This principle is the number of times someone needs to be exposed to your company, offer, product, etc., before they are willing to take an action. That action could be set an appointment, buy online, fill out a lead form, other whatever you drive the next steps of your advertising to be.
Another key component is modifying creative and messaging on a regular basis. A brain can recognize a graphic or image. Each time you see that image you sub-consiously pay less attention to it because your brain feels like it already knows what is says. Even if you change the copy. You should change creative (colors, pictures, layout or a combination of those) at least every four times your ad runs in a similar publication. You can rotate through a series of ads to help accomplish this. The same thing applies to online, radio, print, and television (if possible).
Do you know how much you should be spending? Are you tracking results and calculating cost per sale, cost per lead, and the cost of goods sold (COGS)? This is not rocket science but something that can be planned and managed. You also need to know what you want that advertising to accomplish - like branding, direct response, leads, sales, etc. You have to put the pieces in place to measure each form of advertising which will help you adjust your spending to maximize your overall advertising and results.
Finally, you want to make sure you ask questions about the media you are purchasing. Ask for a media kit, find out about other advertisers, will/can you have exclusivity, where will you be positioned, are there opportunities with advertising to rent their database/list, email, and get an article included in a publication. Get the details you can so you can maximize your buy and options associated with it. bevelwise would be glad to assist you with your planning and purchasing in order to maximize your dollars being spent.