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When Brands Go Dark

Examining Sales Trends when Brands Stop Broad-Reach Advertising for Long Periods

NICOLE HARTNETT, ADAM GELZINIS, VIRGINIA BEAL, RACHEL KENNEDY, BYRON SHARP
DOI: 10.2501/JAR-2021-009 Published 23 June 2021
NICOLE HARTNETT
Ehrenberg-Bass Institute for Marketing Science, University of South Australia
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  • For correspondence: Nicole.Hartnett@marketingscience.info
ADAM GELZINIS
Endeavour Group
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  • For correspondence: adam.gelzinis@edg.co.au
VIRGINIA BEAL
Ehrenberg-Bass Institute
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  • For correspondence: Virginia.Beal@marketingscience.info
RACHEL KENNEDY
Ehrenberg-Bass Institute
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  • For correspondence: rachel.kennedy@marketingscience.info
BYRON SHARP
Ehrenberg-Bass Institute
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  • For correspondence: Byron.Sharp@marketingscience.info
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Abstract

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.

  • Received February 3, 2020.
  • Received (in revised form) May 18, 2020.
  • Accepted July 13, 2020.
  • Copyright © 2021 ARF. All rights reserved.
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Vol 63 Issue 1

Journal of Advertising Research: 63 (1)
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When Brands Go Dark
NICOLE HARTNETT, ADAM GELZINIS, VIRGINIA BEAL, RACHEL KENNEDY, BYRON SHARP
Journal of Advertising Research Jun 2021, JAR-2021-009; DOI: 10.2501/JAR-2021-009

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When Brands Go Dark
NICOLE HARTNETT, ADAM GELZINIS, VIRGINIA BEAL, RACHEL KENNEDY, BYRON SHARP
Journal of Advertising Research Jun 2021, JAR-2021-009; DOI: 10.2501/JAR-2021-009
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