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

Research Paper • Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, and Byron Sharp, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 247-259

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

What we know about recall and recognition

Article • WARC Best Practice, February 2021

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Let’s ask a better question: Why doesn’t advertising work (more often)?

Opinion • Jenni Romaniuk, January 2021

Two recent Freakonomics podcasts are provocatively titled Does Advertising Actually Work? Ah to be in a simple world where the answer to this question is yes or no. The podcast comes down on the side of mainly no. It showcased speakers reporting on studies that conclude advertising spend, with its weak or non-existent effect on sales, is largely a waste of resources that are better returned to customers or shareholders.

Effectiveness and efficiency of TV’s brand building power: A historical review—Why the Persuasion Rating Point (PRP) Is a more accurate metric than the GRP

Research Paper • Frank Findley, Kelly Johnson, Douglas Crang, and David W. Stewart, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 361-369

This article examines the effectiveness of television advertising and changes in television-audience response in the United States since the 1980s.

What we know about scheduling TV ads

Article • WARC Best Practice, November 2020

This article provides marketers with information and guidance about scheduling TV ads.

What we know about wearout and decay

Article • WARC Best Practice, October 2020

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Why TV ads need persuasion rating points

News • 04 June 2020

Television advertisers could benefit from using the “persuasion rating point” as a metric to understand the impact of their commercials, according to a study published by the Journal of Advertising Research (JAR) The analysis was undertaken by Frank

New Malaysia study sheds light on OOH effectiveness

News • 27 March 2020

If you want consumers to recall a brand, leave your static out of home (OOH) ad up for longer, preferably more than 18 months, a new study in Malaysia concludes.

The impact of advertising on market share: Controlling for clutter, familiarity, and goodwill decay

Research Paper • Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 87-103

The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.

How ads protect auto brands' market share

News • 06 June 2019

Automotive brands that are not currently advertising may be at increased risk of losing market share, according to a study published in the Journal of Advertising Research (JAR).

TV ads have 'variable shelf life' on DVRs

News • 09 May 2019

Television spots may have a “variable advertisement shelf life” among DVR audiences depending on the genre of content they appear in, according to a study published in the Journal of Advertising Research (JAR).

Understanding ad frequency in OOH

News • 21 April 2019

Marketers can make use of cognitive science research to tailor OOH media campaigns to maximise emotional connection with target audiences and boost sales in the long term.

The Mere Exposure Effect: Understanding how marketers can optimise emotional responses to OOH ads

Article • Jennie Roper and Dr Alistair Goode, WARC Exclusive, March 2019

Media company Kinetic turned to the Mere Exposure Effect to gain a better understanding of how to apply behavioural cognitive science to today’s advertising industry, and made several discoveries.

A new 'wearout' standard for a new era of advertising

News • 15 March 2019

Established assumptions about advertising wearout are in doubt following changes in the media ecosystem, a study in the Journal of Advertising Research (JAR) has argued.

Understanding ad frequency across platforms

News • 14 March 2019

Advertisers considering the optimal reach and frequency for their campaigns need to also think about the cross-platform effects of frequency and carry-over, according to Comscore, which has developed a new metric to take account of these factors.

Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Ad frequency – the issue no-one is talking about

News • 07 March 2019

The advertising industry is fighting fires on multiple fronts as it attempts to deal with issues affecting consumer trust while neglecting the one issue over which it has complete control, according to Direct Line’s Mark Evans.

How to make sense of cross-platform measurement

Article • Sean Pinkney, Admap, March 2019

Explains the results of research by Comscore, which details a sophisticated model to combine recency, frequency and interactive effects on campaigns across digital media.

The risks of over-exposure: how ad bombardment promotes consumer mistrust

Opinion • Mark Evans, March 2019

This month, Admap puts the spotlight on Frequency. We asked Mark Evans, Marketing Director, Direct Line Group, for his views on this challenging topic. Fake News. Spam. Ad blockers. Post-truth. Cambridge Analytica. It’s fair to say we are facing an ongoing crisis of trust, and advertising is not far from the eye of the perfect storm.

Frequency: How much is too much? Admap summary deck

Article • Admap, March 2019

A summary of new thinking and best practice on frequency in the age of ad blocking from Admap.

Television advertising wearout

Article • ARF Knowledge at Hand, 2018

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

Television's brand building power – From GRPs to PRPs

Research Paper • Frank Findley, Douglas Crang and Kelly Johnson, ARF Experiential Learning, Audience Measurement, June 2017

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

The Dilution Effects of Media Strategy on Brands’ Copromotion Efficiency: Identifying Best Practices for Copromotion Media Planning

Research Paper • Kyung-Ah Byun, Doori Song and Mikyoung Kim, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 207-226

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Advertising creativity and repetition: recall, wearout and wearin effects

Research Paper • Kevin Lehnert, Brian D. Till and Brad D. Carlson, Int. Journal of Advertising, Vol. 32, No. 2, 2013, pp. 211-231

Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads.

Mythbuster: Replace ads before they wear out

Article • Les Binet and Sarah Carter, Admap, December 2012, pp. 9-9

Clients and agencies have many different reasons for making new work: partly it's self-interest as both can make their names from new work and partly it's a kind of restlessness - they tire of their own ads long before the public does.

What we know about wearout and decay

Article • WARC Best Practice, October 2020

This article provides marketers with information and guidance about avoiding advertising wearout and decay.
What we know about scheduling TV ads

Article • WARC Best Practice, November 2020

This article provides marketers with information and guidance about scheduling TV ads.
What we know about recall and recognition

Article • WARC Best Practice, February 2021

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.
Frequency: How much is too much? Admap summary deck

Article • Admap Magazine, March 2019

A summary of new thinking and best practice on frequency in the age of ad blocking from Admap.
When brands go dark: Examining sales trends when brands stop broad-reach advertising for long periods

Research Paper • Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, and Byron Sharp, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 247-259

Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer.
Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.