Contrary to what the ad person says, your small business does not need to advertise every day.The goal of small business advertising should be to generate memorable impressions of benefits, so then the time comes for the use or your product or service the memory triggers your small business name (top of mind awareness).The mind is a powerful instrument and easily confused. You can show it and ad every day and it will think it has seen an ad every day. But, you can show the ad every other day and it will still think it is seeing an ad every day. So why advertise every day? Take advantage of the Assumed Frequency Syndrome (AFS).Since you can fool a memory into thinking you are there every day, all you have to do is to “appear” to be there everyday. Think every other day. Spend less money make the same impressions.Whoa! The people selling the ads will disagree and jump up and down. Not because it won’t work, but because AFS will be cutting their commission checks in half. So much for keeping the customer’s best interests up front.Here’s a way to “appear” to be everywhere with your small business advertising.First, set up a media mix of advertising that carries the same theme and promotes the same benefits. Don’t let the radio people make up a commercial that is different from what you have in your newspaper ad.Use radio Monday, Wednesday and Friday of week one and buy newspaper Tuesday and Thursday of that week. Same theme, same copy points.Reverse it for week two with newspaper getting Monday Wednesday, Friday and Radio getting Tuesday and Thursday.One week of newspaper advertising has given you two weeks of newspaper exposure. Same with radio. Two weeks of impressions, one week of expense. Neat huh? Since you are working to get memorable impressions and your business is now in memories everywhere as being there everyday, you can knock off all advertising for a week and not lose much momentum.Yup, take week 3 off and spend nothing and still keep the impression your were everywhere every day (AFS). Wow! Three weeks of ad impressions, one week of expense. You gotta like this!Start week 4 with a radio Monday, Wednesday and Friday and Newspaper Tuesday and Thursday again, just like week one. Any sagging impressions in the ol’ memory will be bolstered by the new schedule and pop back into the “everyday everywhere impressions folder”.As long as your message and theme and copy remain the same, you can continue to use this half, half and none 3-week rotation.In any 3 month period (an average of 13 weeks) you will be on the radio and in the newspaper for 10 weeks (for the cost of five weeks because you split full weeks into Monday, Wednesday, Friday and Tuesday, Thursday).In any 13 week quarter, instead of spending for 13 weeks, you are only spending for 5 (10 half-use weeks). This cuts advertising expense from 52 weeks a year to 20 with little or no loss of assumed exposure. By taking every third week off, you gain another 12 half-weeks of budgeted money to spend on extras and promotions. Ad this 6 full weeks to the 20 above and you have 26 weeks of expense, 52 weeks of impressions. Half price.The extra 12 half weeks allow you to ad another radio station to the mix, or include the local Shopper in your print schedule or buy a billboard! You can be a tightwad and skip the extra spending and pocket the savings.You can further save by changing the size of the newspaper ad each week, which will appear as two or more campaigns. Don’t make it any different, just change the size (shave off a column). Do one week regular size, next week smaller size. Still works.You can also increase radio impressions by having the same commercial, same words, recorded by different voices. Every time it comes up, there you are again, same message, different delivery. Reinforcing the always everywhere goal.Remember, if you appear to be everywhere, you will be remembered to be everywhere through the Assumed Frequency Syndrome. Similar messages and themes are the key. It must all coordinate like a fashion ensemble.