RT Journal Article
SR Electronic
T1 Assessing Ad-Spend Patterns To Predict Brand Health
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 169
OP 182
DO 10.2501/JAR-2016-014
VO 56
IS 2
A1 Abas Mirzaei
A1 David Gray
A1 Chris Baumann
A1 Lester W. Johnson
YR 2016
UL http://www.journalofadvertisingresearch.com/content/56/2/169.abstract
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.