When looking at many sectors (tourism, automobile, agricultural produce) TV advertising always seem to be more prevalent in high demand periods.
However, if the goal of a company is to boost brand awareness is there any reason why the company should advertise during these demand peaks?
Intuitively, since the goal is long term it would be more economically efficient to run advertising during low demand periods.
OK, I agree that it may look bizarre for companies to advertise during a period of high demand. However, when people need something, they also remember the brand of the advertised product better (because of the underlying need!). In addition, it is also during periods of peak demand that the competition fights most intensively for market share. Perhaps these are the reasons why most investment is made in advertising at this time.
I am not sure about the TV advertising, but digital and social media presents are the must to build brand awareness in a long-term. Moreover, even if it is a peak for this season people book travels in advance, so all the promotion now goes for the next year bookings and not for the last minute. The same in automotive market - a car is not an impulsive purchase, there is no peak or season to buy it.
Dear Bryan Blanchot From my point of view, at this stage, awareness of the brand has become a matter of fact. It is better for the company to focus on building a strong brand by taking advantage of the increasing demand for products, by obtaining a larger market share. because competition will be on the doorstep ... It is not harmful for the advertisement to continue during this stage, but within the limits of the budget. Reasonable use of financial abundance to develop business and enter new investments
Brand awareness should be an ongoing process for businesses. I would say that advertising during peaks should just as a reminder to the consumer about the special offers that are available.
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