there's the old advertising rules and the new ones - not that anyone truly has the new ones figured out IMO.
you have to be in the right place at the right time - luck IMO.
I can see 1,000,000 ads for BMW or Wedding Photography - and I'll never act on the ad. Ever.
I've seen many ads for john deere and kubota - but I bought a kioti - some references in forums online, talked to a neighbor, and an ad on FB marketplace that got me to call the dealer.
USUALLY it's TOMA - top of mind awareness. go to any streetcorner with a clip board and ask people to name a car brand - easy. mortuary...maybe. DJ...doubt they can name 1 let alone more than 1.
So that person needs a DJ what do they do?
THAT is where you need to be advertising.
Is it the knot? a website? wedj.com? all of them? more?
So yes, frequency matters - but that might mean you need to be on FB every day all year long - which can get pricey. Same ad 1000 times or 10 ads 100 times? Ideally you run a few ads and see what works best. I don't see enough response to be able to conclude what works best. Assuming that what works now also works in 6 months or a year - and I doubt that to be true.
Now you can add some ads - peak time for wedding planning is coming up, so maybe FB year round, wedding wire and add radio for jan-mar.
But that can cost $5-10k...you need to do a lot of business to justify that expenditure.
I've recently put ads on tables in 2 bars...been approached to do a third bar (more tables for less money, but only one location..busier one for the most part).
I REALLY doubt anyone is gonna call me from a table ad...TOMA is the goal. So that when they DO need a Dj and google or what not they see my name and recognize it and fall me first.
MEASURING this...that's the challenge!
Here's some "radio advertising logic"...it may apply here.
In radio, it's all about FREQUENCY. (not the dial position)
So, smart advertisers buy 15-second ads, since they are much cheaper...
and the lower price allows them to run WAY more ads.
It's the difference between you screaming "RICK RYAN PHOTOGRAPHY" in someone's face...ONCE.
Or, whispering it in their ear 30 times over a period of weeks.
Hearing (or seeing) something again and again gives a better impression.
AND the repetition makes it easier to remember.