Principle 04 · Repetition
Frequency beats budget.
Being seen consistently by the same market builds more recognition than spending more to reach a larger one.
Why
The gap between top and bottom quartile is rarely spend. It's how many times the same household saw the same face this quarter.
In the field
Two agents, near-identical budgets. One ran four campaigns a year at high intensity; the other ran one campaign, continuously. The second built a list of enquiries the first never saw.