Why equity advertising is essential | WARC | The Feed
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Why equity advertising is essential
The value of maintenance or “equity” advertising is demonstrated by the consequences of its absence over an extended period, according to a study by the Ehrenberg Bass Institute outlined in the current Journal of Advertising Research.
The research
In a paper titled When brands go dark: Examining sales trends when brands stop broad-reach advertising for long periods, authors Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, and Byron Sharp assess the sales performance of 41 beer, cider, and spirit brands in Australia that advertised intermittently over almost two decades.
Key findings
- When brands stop broad-reach advertising for a...
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