Advertising is all about timing, your message needs to be in front of the prospect at the time they need your product, otherwise its very likely to be ignored; that makes it expensive. Advertising over and over, no matter what the medium can get very costly; are there other cheaper ways to keep your message in front of clients and prospects each and every day? Desk pad calendars while often not thought of as traditional advertising can be an inexpensive way for B2B companies to promote their products and services 365 day a year.
think about it; if you sell tires to consumers you need to advertise all the time, everyone with a car will need tires the problem is you never know when. Consumers can read the paper every day for 3 years, see hundreds of advertisements for tires and never pay the slightest bit of attention to them. Then they get a flat or can't pass inspection and suddenly they're looking for tire advertisements, and paying special attention to prices , location, specials, and convenience. They need tires and all of a sudden your message is relevant but only if its there for the consumer to see.