Advertising must be consistent

Just like good management (see Good management requires consistency), good advertising requires consistency over a long time horizon to build mental availability.

When we talk about “consistency” in this context, we mean it in two senses:

• Visual consistency, in the sense that your brand must always show up in the same way. Otherwise, the consumer will have a hard time identifying your brand. This is one of the reasons why Personalization may be harmful.
• Temporal consistency, in the sense that you need to keep hitting the consumer at recurring intervals. Otherwise, you will either not break through OR the consumer will forget about your brand.

References

• How Brands Grow
• Marketers Are From Mars, Consumers Are From New Jersey