PT  - JOURNAL ARTICLE
AU  - Abas Mirzaei
AU  - David Gray
AU  - Chris Baumann
AU  - Lester W. Johnson
TI  - Assessing Ad-Spend Patterns To Predict Brand Health
AID  - 10.2501/JAR-2016-014
DP  - 2016 Jun 01
TA  - Journal of Advertising Research
PG  - 169--182
VI  - 56
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/56/2/169.short
4100  - http://www.journalofadvertisingresearch.com/content/56/2/169.full
SO  - J Advert Res2016 Jun 01; 56
AB  - 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.