Ad campaigns The case for year-round advertising Smart business marketers advertise all year long. They utilize their budget to the fullest, month in and month out, because they know their year-round advertising pays off. It keeps their products' benefits top of mind with potential buyers throughout the thousands of buying cycles that occur each year. Businesses buy all year long. Even in industries where production slows during the summer, many executives use this time to catch up on their reading and research possible suppliers for purchases in the fall. Companies that advertise year-round are more likely to be contacted when decision makers are ready to buy. Readership of specialized business publications is consistent year-round. Decision makers rely on these publications to provide them with the information they need to stay on top of highly competitive industries. Year-round advertising makes sense. Since advertising readership is steady through the year and purchasing decisions can take place any time, it clearly pays to run advertising throughout the year. A consistent advertising program is necessary to maintain product awareness among prospects and customers. Source: American Business Press: "A Case For Year-Round Advertising" New York, New York: 1996