ABSTRACT
All advertising is not created equal. And all product categories are not the same. It is clear from tracking numerous ad campaigns in various parts of the world that there are important seasonal influences on advertising. Products that are to a greater or lesser extent seasonal include: summer, winter, and seasonal events. Brand popularity can be self-fulfilling. If people see something as popular the chances are enhanced that, provided everything else is equal, they will follow suit and buy the brand. Perceived popularity can tip the balance. To give a brand the maximum chance of success it is important to aim for maximum trial as early as possible. With seasonal products, the off-season period of inactivity is regarded by many advertisers as a temporary interruption. Lipton in the US very effectively expanded the tea 'season' into summer by promoting 'iced tea' so that today, a majority of all tea in the USA is consumed cold.
