Assessing Ad-Spend Patterns To Predict Brand Health: A Model for Advertisers to Determine Future Advertising-Budgeting Strategies

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.
Mirzaei et al.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands