The event marketing lifecycle also plays an important role in determining budget allocation. If you know that sales are slow during the maintenance period, you wouldn’t want to spend the majority of your budget there, where it would be wasted. If, on the other hand, you see sales boom during on-sale and close-out, you’d want to spend the majority of your budget during those time periods. Your ad dollars won’t be as impactful if you spend them evenly from presale to close-out. You want to maximize your budget by spending when individuals are most likely to buy.