Questions on Advertising

As those of you who own a business know, placing an ad somewhere will probably generate more calls from other advertising sales people than from customers. What we have struggled with in allocating our advertising budget is width vs depth. Do we hit a lot of things for a few weeks or just a few things for a few months? Every ad salesperson who comes through will tell you that frequency matters most. So my question to those of you in the field is – does it really matter? Can anyone say that they ran an ad somewhere that generated more customer interest the fourth week it ran than the first week it ran? I'm curious because I don't have much experience here and I don't trust these salespeople to tell me the truth.

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