TY - JOUR T1 - Assessing Ad-Spend Patterns To Predict Brand Health JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2016-014 SP - JAR-2016-014 AU - Abas Mirzaei AU - David Gray AU - Chris Baumann AU - Lester W. Johnson Y1 - 2016/04/04 UR - http://www.journalofadvertisingresearch.com/content/early/2016/03/30/JAR-2016-014.abstract N2 - Can a brand's “health” be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a “healthy brand”—a brand that “experiences sustained year-on-year growth in brand sales over the long term” (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories. The researchers assessed the advertising-spending patterns of what they viewed as “healthy” and “unhealthy” brands across three service industries—airlines, banking, and department stores—from 2000 to 2012. They identified four advertising-spending patterns linked to brand performance, potentially enabling marketers to project the impact of various levels of advertising investment before formalizing advertising strategies and budgets. ER -