Work

When Brands Go Dark: A Replication and Extension

Year: 2023

Type: article

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.

Source: Journal of Advertising Research

DOI: 10.2501/jar-2023-009

Authors: Peilin Phua, Nicole Hartnett, Virginia Beal, Giang Trinh, Rachel Kennedy

Institution: University of South Australia

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

Funders: University of Chicago, University of South Australia, Booth School of Business, University of Chicago

OpenAlex ID: W4376255387