| 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.