RT Journal Article
SR Electronic
T1 When Brands Go Dark
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2021-009
DO 10.2501/JAR-2021-009
A1 NICOLE HARTNETT
A1 ADAM GELZINIS
A1 VIRGINIA BEAL
A1 RACHEL KENNEDY
A1 BYRON SHARP
YR 2021
UL http://www.journalofadvertisingresearch.com/content/early/2021/06/21/JAR-2021-009.abstract
AB Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer. These long dark periods have not been subject to much study, so little is known about the likely consequences. This exploratory study addresses this omission by documenting the sales performance of 41 beer, cider, and spirit brands that advertised intermittently over almost two decades. Changes in aggregate brand sales are reported for the years when brands stopped advertising relative to the last advertised year. On average, brand sales declined immediately in the first year and every subsequent year of advertising cessation. Decline generally was faster for smaller brands and for brands that already were declining in sales before advertising cessation.