@article {Mirzaei169, author = {Abas Mirzaei and David Gray and Chris Baumann and Lester W. Johnson}, title = {Assessing Ad-Spend Patterns To Predict Brand Health}, volume = {56}, number = {2}, pages = {169--182}, year = {2016}, doi = {10.2501/JAR-2016-014}, publisher = {Journal of Advertising Research}, abstract = {Can a brand{\textquoteright}s {\textquotedblleft}health{\textquotedblright} be associated with a company{\textquoteright}s advertising-spending patterns? The authors of the current study applied their own definition of a {\textquotedblleft}healthy brand{\textquotedblright}{\textemdash}a brand that {\textquotedblleft}experiences sustained year-on-year growth in brand sales over the long term{\textquotedblright} (Mirzaei, Gray, and Baumann, 2015){\textemdash}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 {\textquotedblleft}healthy{\textquotedblright} and {\textquotedblleft}unhealthy{\textquotedblright} brands across three service industries{\textemdash}airlines, banking, and department stores{\textemdash}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.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/56/2/169}, eprint = {https://www.journalofadvertisingresearch.com/content/56/2/169.full.pdf}, journal = {Journal of Advertising Research} }