Article Figures & Data
Figures
- Figure 1
Category Type Classification
- Figure 2
Mean Market Share Index Changes of Brands Stopping Advertising
Tables
- Table 1
Mean Market Share Indices of Brands Stopping Advertising
Variable Years Without Advertising 1 2 3 4 Number of cases (all cases) 377 180 91 34 Mean market share index (all cases) 90 80 72 70 Standard deviation (all cases) 29 40 42 39 Percent cases declining a 49 61 71 71 Brand sizeb Large 93 92 88 Small 89 77 67 Prior trajectory b Growing 92 90 76 Stable 96 86 84 Declining 83 68 61 Brand size × Prior trajectory b Large growing 96 104 96 Large stable 95 97 99 Large declining 87 77 68 Small growing 91 87 68 Small stable 97 82 79 Small declining 81 66 59 Product types b,c Staples (high penetration, high frequency) Crackers 77 94 69 Carbonated beverages 87 90 89 Cereal 88 68 91 Ice cream 95 80 62 Soup 95 80 82 Average of staples 90 80 81 Variety enhancers (high penetration, low frequency) Oral hygiene 83 73 65 Laundry detergents 85 68 52 Pasta 92 94 74 Hair care 96 81 57 Household cleaners 100 96 111 Average of variety enhancers 91 79 66 Niches (low penetration, high frequency) Coffee 81 62 20 Cookies 83 78 77 Dog food 89 86 86 Cat food 98 110 157 Baby food 102 105 102 Average of niches 88 83 81 Fill-ins (low penetration, low frequency) Cough remedies 80 67 51 Air freshener 81 66 52 Skin care 94 81 68 Tea 98 83 77 Deodorant 99 85 72 Nappies (diapers) 105 101 103 Shaving equipment 111 90 Average of fill-ins 91 78 66 Note: Values in italics represent a sample size of 1 (n = 1).
↵a Cases declining are those with an index score of 90 or less relative to the last advertised year.
↵b Results for conditions are reported only for up to three years because of small sample sizes in the fourth year.
↵c Categories are ordered by the change in Year 1 index (ascending).
Variable Years Without Advertising 1 2 3 4 No. of cases (all cases) 377 180 91 34 Brand size Large 104 40 21 6 Small 273 140 70 28 Prior trajectory Growing 109 49 23 10 Stable 130 59 30 10 Declining 138 72 38 14 Brand Size × Prior Trajectory Large growing 24 10 6 1 Large stable 47 16 8 2 Large declining 33 14 7 3 Small growing 85 39 17 9 Small stable 83 43 22 8 Small declining 105 58 31 11 Product typesa Staples (high penetration, high frequency) Crackers 7 3 2 Carbonated beverages 17 11 6 3 Cereal 34 15 7 4 Ice cream 28 13 5 1 Soup 5 2 1 Variety enhancers (high penetration, low frequency) Oral hygiene 30 13 8 4 Laundry detergents 16 13 9 2 Pasta 12 6 4 2 Hair care 36 12 5 3 Household cleaners 22 8 3 1 Niches (low penetration, high frequency) Coffee 23 7 2 1 Cookies 16 10 6 1 Dog food 22 14 6 3 Cat food 8 4 1 1 Baby food 8 3 2 1 Fill-ins (low penetration, low frequency) Cough remedies 24 11 7 Air freshener 8 4 1 Skin care 37 16 7 2 Tea 9 6 3 Deodorant 11 7 5 5 Nappies (diapers) 1 1 1 Shaving equipment 3 1 Note:
↵a Ordered by change in index in Year 1 (ascending), mirroring Table 1 in the main text.
Vol 63 Issue 2
