The true cost of cutting adspend

Stephan Buck

A high level of adspend has traditionally been one of the key tools for marketing a large and successful brand.

The true cost of cutting adspend

Stephen BuckTaylor Nelson Sofres plc (TNS)

EXECUTIVE SUMMARY

1. The Link Between Adspend and Subsequent Brand Success, Short and Long Term

  1. Taylor Nelson Sofres provided comparable purchasing data on 26 leading packaged grocery markets beginning in 1975, and continuing to the present. By linking these to adspend, we could determine whether there was a link between advertising expenditure and subsequent success of premium brands. (Section 2)

  2. In spite of the success of leading supermarket chains and their privatelabel products, most top premium brands maintained their position over the period 1975 to 2001, and...

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