Tanning businesses are approaching advertising differently in 2012 — with about one-third increasing budgets, one-third decreasing budgets and one-third keeping ad spending at 2011 levels, a SmartTan.com poll conducted in February suggests.

According to the poll, 29 percent will increase their ad budgets this year, while 38 percent will keep budgets at 2011 levels. The remaining 33 percent plan to spend less. The poll is not scientific.

Our take: Some will definitely continue to hit radio, billboard and targeted print campaigns. Social media campaigns are a must today, as are on-line search vehicles. According to other SmartTan.com polls, most salons have backed away from yellow pages advertising.