It draws attention to an impending event. This creates airtime and interest. It increases the lifespan of attention. It builds expectation.
For it to be effective, we must live up to the level of expectation all this attention created. If we do, the result is something spectacular. The emotions and experiences will be remembered for a long time.
If we don’t we will still get the benefit of the prolonged attention initially, but it will fizzle out soon. Next time around, the build-up will not be successful.
This is useful to remember with sales target deadlines, annual results and product launches. Like all double-edged swords, it’s only worthwhile if it’s sharp, but you better know how to use it.