When brands go dark: a replication and extension examining market share of brands that stop advertising for a year or longer
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(Published version)
Date
2023
Authors
Phua, P.
Hartnett, N.
Beal, V.
Trinh, G.
Kennedy, R.
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Journal article
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Journal of Advertising Research, 2023; 63(2):172-184
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Abstract
The value of mass media advertising can be demonstrated by quantifying what happens when it is removed. The current study does this, extending the work of Hartnett, Gelzinis, Beal, et al. (2021) by documenting changes in market share for 365 U.S. brands from 22 consumer goods categories that stopped advertising for at least one year. Market shares of brands without advertising declined, on average, at a steady rate year over year. On average, market share declines were more common and substantial among small brands and those losing share before advertising ceased. That prior findings generalize to a new market and many new categories increases confidence in the results
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Copyright 2023 ARF
Access Condition Notes: Accepted manuscript available after 1 October 2024