This research stream looks at persistent unrspend and overspend on advertis relative to benchmarks bas on brand size and the correspond changes in market share. The Ehrenberg-Bass Institute has shown that brands that unr-advertise for several years are more likely to lose market share Danenberg et al., , consistent with other studies Binet and Field, ; Hansen and Bech Christensen Jones However, unrspend is not the same as completely stopp advertis. These past studies provi clues, but provi little general information about what happens when ads are stopp for long periods of time.
It is not clear why sales are stable
Some cases and clin in others, as well as when the cline is usually notic for the first time and how severe it can be. To sh light on these questions, we present the results of a new study Dominican Republic Email List by the Ehrenberg-Bass Institute. Our research The data for this study track the mia spend and sales of compet brands in the Australian consumer goods category over more than years. This data set allow us to observe whether brands stopp and start advertis over the years, and how their sales evolv after those changes. We intifi cases where a brand cut all mia spend for a year or more.
The sample inclus brands of different
Sizes and brands with different sales trends for example, grow, stable, or clin. Some brands stopp advertis for many years, others only for one year see Table . TABLE . HOW LONG B2C Database DID BRANDS STOP ADVERTIS There are known cases where a brand stopp advertis for one year. Of these cases, remain without advertis dur the second year, and so on the remain cases left the sample because they start advertis again or were exclud from the data. For each case, we document the brand’s sales in non-advertis years and compar them to sales in the last advertis year.
