When brands go dark: A replication and extension – Examining market share of brands that stop advertising for a year or longer

The value of mass media advertising can be demonstrated by quantifying what happens when it is removed.
Phua et al.

Management Slant

  • The study expands and adds robustness to prior evidence that when brands stop advertising, declines become more common and more significant, on average, as time increases.
  • Using market share (where prior research used...
Not a subscriber?

Schedule your live demo with our team today