品牌走向黑暗：复制与延伸

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2023-05-12 DOI:10.2501/jar-2023-009

P. Phua, Nicole Hartnett, Virginia Beal, G. Trinh, R. Kennedy

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引用次数: 0

摘要

大众媒体广告的价值可以通过量化删除后会发生什么来证明。目前的研究扩展了Hartnett、Gelzinis、Beal等人的工作。（2021）通过记录22个消费品类别中365个停止广告至少一年的美国品牌的市场份额变化。没有广告的品牌的市场份额平均每年以稳定的速度下降。平均而言，市场份额下降在小品牌和广告停止前失去份额的品牌中更为常见和严重。先前的发现推广到一个新市场，许多新的类别增加了对结果的信心。

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When Brands Go Dark: A Replication and Extension

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.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.