[Tobani]

It could be that those ads created some sort of brand awareness and that the downside might not be realized for quite some time. I'm not saying that that is the case here, but it could be another interesting thing to investigate, although it wouldn't really be easy to objectively measure.

[loceng]

Indeed, brand advertising is a thing - specifically to reenforce and make that brand "brighter" or have more strength in the person's psyche, so it stays familiar. The concept of advertising at its foundation is often taught that you must distribute the value of the spend over say 10 months, e.g. you're primed for that long and/or may act on the ad you saw 10 months prior.

[saltminer]

Patek Philippe knows a thing or two about this. It's been years since I've seen their ads, but I still remember them.

https://www.hodinkee.com/articles/untold-story-patek-philipp...