Assessing Ad-Spend Patterns To Predict Brand Health: A Model for Advertisers to Determine Future Advertising-Budgeting Strategies
Abas Mirzaei and David Gray
Macquarie University
Chris Baumann
Macquarie University/Seoul National University
Lester W. Johnson
Swinburne Business School
MANAGEMENT SLANT
- The authors have identified four advertising-spending patterns as: “smart,” “double-hump (camel),” “early quitting,” and “poor.”
- Using those patterns as guidelines for spending analysis in all industries, the authors have identified a link between advertising-spending...