Assessing Ad-Spend Patterns To Predict Brand Health
研究通过分析2000-2012年航空、银行和百货三个服务行业的广告支出模式，识别出四种与品牌绩效相关的模式，帮助营销人员在制定广告策略和预算前预测不同广告投资水平的影响。
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.