The point is that consistency is a better way of doing an ad campaign regardless of its size. When there is consistency from one medium to the next, one platform to the next, it increases your chances of potential clients saying, "Hey, I've seen that." I've seen that expresses familiarity. It's the advertising equivalent of I know that guy.

The benefits of consistency is that you can start to build equity into your advertising over time, which means your media dollars work harder and more efficiently. The first step to creating this equity is to take the time to learn about who your brand is, what it stands for and how you want it to communicate to consumers.

Consistency also helps build brand loyalty. Customers are 71% more likely to purchase from a brand they trust. When you put out regular, consistent ads, you can help your customers build an emotional connection while encouraging them to relate to your brand. Television ads are a great way to achieve this sense of connection.