[campbellcj]

Absolutely, when targeted correctly and done as part of a well-rounded and consistent campaign.

A single ad thrown out to the wind is virtually worthless (unless it is a truly notable event like a 75% off blowout sale or something.)

Branding takes months and years to accomplish, but is one of the keys to sustainable growth. By repeatedly keeping your message in front of the appropriate target audience, you are both trying to capture those very few buyers who are "ready" to make a purchase at that moment and just needed a reminder, or phone number, or perhaps were not aware of the latest product or version, and more importantly, you are also planting seeds in the back of peoples' minds for the future when they -become- legitimate consumers for your particular product.

In my business, the sales cycle can literally be 18-36 months and it is crucial to make an impression on a prospective buyer very early in the planning and budgeting cycle, ideally before they even get "serious" about the project. You want your name, not a competitor's, to be on their mind when the time to buy finally arrives. If you do it perfectly, you will have already differentiated yourself to the point where the buyer will not even acknowledge that there -are- other alternative suppliers, and you will get the order.