MANAGEMENT SLANT
- When brands stop broad-reach advertising for a year or longer, most likely, sales will decline and continue to decline year over year without advertising.
- The average observed change in brand sales was –16 percent after one year without advertising, dropping to –25 percent after two years, and reaching –36 percent after three years.
- Brand size and sales trajectory before advertising cessation affected the rate of sales decline; sales declined more rapidly for small brands and already declining brands.
- Larger, growing brands often were observed to continue to grow after...