When brands go dark: Examining sales trends when brands stop broad-reach advertising for long periods

Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer.
Hartnett et al

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...