I agree with you that no one source of advertising is in itself the "magic bullet." And yes, repetition does enter into the mix. But, just because you have a classified or display ad there on the page does not mean people are going to care. Repetition is not a "magic bullet," either. So, where is "the magic?"
I think "the magic" is in THE DESIGN of the CAMPAIGN. I think you will agree that for a lot of small businesses that run classified or display ads, there is no campaign. The ad simply stands alone in the publication. But, suppose a different approach was taken. That is to say, the ad did not stand alone. Instead, the ad showed itself to be cleverly connected to other media - like a Squidoo lens, press release in the same publication, etc? Suppose the ad showed itself to be in a display with other businesses and on a Squidoo lens with those same businesses?
I think cleverness matters and that people respond positively to cleverness. Can you fill in the blank to these following statements?
"Please do not squeeze the ________ (Charmin')."
"Where's the _______(beef)?"
If you knew the answers, I am not surprised. That's no mere coincidence. That is someone's clever design.
Now, I happen to believe a clever design becomes more economically feasible when it is done through a cooperative effort with small groups of busienesses than solo efforts. It is indeed in the best interest of small business entreprenuers to think in "better together" terms.
That is, in fact, why this Ryze network was created. Clusters is all about small business entreprenuers brain-storming clever ideas and taking action.
Private Reply to Lamar Morgan 954-603-7901 (new win)