Article Figures & Data
Figures
- Figure 1
Indexed Sales (All Cases) of Brands Stopping Advertising
Note: This chart omits one value in the “prior” year that is greater than 200 (374).
- Figure 2
Mean Sales Index by Brand Size
- Figure 3
Mean Sales Index by Previous Sales Trajectory
Tables
- Table 1
Zero-Weight Advertising Tests with Significant Changes in Sales Effects
Study No. of Tests % Significant (and p) Sales Difference Lodish et al. (1995) 62 36 (<0.2) – 23% (Volume) Riskey (1997) 23 57 – 15% (Volume) Hu et al. (2007) 46 63a (<0.05) — Hu et al. (2009) 27 41a (<0.05) — Note:
↵a This statistic was not reported in the published articles; the authors provided it on request.
- Table 2
Cases of Advertising Stops
Years without Advertising 1 2 3 4 5 6 7 8 9 10 Number of cases 57 34 17 12 11 6 6 4 2 1 - Table 3
Mean Sales Index for All Cases
Variable Previous Year Base Year Number of Years without Advertising 1 2 3 4 5 6 7 8 9 10 Number of cases 57 57 57 34 17 12 11 6 6 4 2 1 Mean sales index 113 100 84 75 64 46 42 37 32 28 29 34 Standard deviation 53 0 33 50 42 30 24 25 23 18 7 — % Declininga — — 53 62 71 100 100 100 100 100 100 100 ↵a Cases with an index of 90 or less relative to the last advertised year were classified as declining after cessation.
Variable Total Number of Years without Advertising 1 2 3 4 5 6 7 8 9 10 All cases 57 57 34 17 12 11 6 6 4 2 1 Brand size Large 17 17 12 6 5 5 3 3 3 2 1 Medium 17 17 11 6 3 3 3 3 1 0 0 Small 23 23 11 5 4 3 0 0 0 0 0 Sales trajectory Growing 18 18 11 3 3 3 0 0 0 0 0 Stable 19 19 11 8 5 5 4 4 3 2 1 Declining 20 20 12 6 4 3 2 2 1 0 0
Vol 61 Issue 3
