RT Journal Article
SR Electronic
T1 When Brands Go Dark: A Replication and Extension
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 172
OP 184
DO 10.2501/JAR-2023-009
VO 63
IS 2
A1 PEILIN PHUA
A1 NICOLE HARTNETT
A1 VIRGINIA BEAL
A1 GIANG TRINH
A1 RACHEL KENNEDY
YR 2023
UL http://www.journalofadvertisingresearch.com/content/63/2/172.abstract
AB The value of mass media advertising can be demonstrated by quantifying what happens when it is removed. The current study does this, extending the work of Hartnett, Gelzinis, Beal, et al. (2021) by documenting changes in market share for 365 U.S. brands from 22 consumer goods categories that stopped advertising for at least one year. Market shares of brands without advertising declined, on average, at a steady rate year over year. On average, market share declines were more common and substantial among small brands and those losing share before advertising ceased. That prior findings generalize to a new market and many new categories increases confidence in the results.