Big stable brands, and ad effects
Fresh thoughts about why, perhaps, consistent promotion keeps them big
Gordon Brown
Why do brand leaders need steady adspend? They decline without it, but most quantifiable indicators (sales, attitude shifts) don't move enough to explain this. Maybe ad memories live till consumers choose to shop about.
The main reason why people tend to concentrate unduly on single statistics about advertising is the absence of a rounded view about the sorts of ways in which advertising chiefly works. This paper represents some thought toward a rounded view which hopes to fit the data, and...