One of the biggest marketing challenges for authors is having a limited advertising budget. When looking for budget-friendly book advertising options, Simon & Schuster Advertising Assistant Kate Peppiatt recommends authors focus on social media and Amazon. These platforms offer low entry points in cost and flexibility in increasing or decreasing spend as needed. Peppiatt also recommends authors capitalize on seasonal trends such as summer beach reads, back-to-school, and Holiday shopping. Readers are primed to purchase during these time periods. She encourages authors to ensure the ad copy and imagery reflect the seasonal moment and meet readers where they are at.