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Notes -
I don't know how well-supported this is (and it's obviously impossible to conduct double blind laboratory studies on election phenomena) but one of the things Dominic Cummings advocated for with the Brexit campaign was to save their money for a massive ad blitz in the week leading up to the vote. The logic is that the effect of an ad mostly wears off after a few days. You only need people to agree with you on the day of the election, so the best time to buy ads is right before.
They won, and AFAICT the British people really did support Brexit on election day and not a moment longer, so it's hard to argue with the results.
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