HAVIN' A SWEET WAVE

Waves of off-season advertising, particularly during the summer, can help retailers sweeten their confection sales.Ingredients for success include creative cross-merchandising, tie-ins to minor holidays and introducing a variety of products -- anything that has the potential to be an event worthy of advertising, said industry consultants.Retailers certainly should put advertising efforts into the

Waves of off-season advertising, particularly during the summer, can help retailers sweeten their confection sales.

Ingredients for success include creative cross-merchandising, tie-ins to minor holidays and introducing a variety of products -- anything that has the potential to be an event worthy of advertising, said industry consultants.

Retailers certainly should put advertising efforts into the primary seasons -- Christmas, Easter, Halloween, Valentine's Day and back-to-sc

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