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6min chapter
SBP 012: The Laws of Marketing with, Dr. Nicole Hartnett
The Sleeping Barber - A Business and Marketing Podcast
Advertising Effects Decay
Advertising effects are spread out really thinly over time. And so the advertising stops work was interesting because it's like, well, let's demonstrate its value by what happens in the presence of its absence. We were able to collect almost 60 cases from just over forty brands that had stopped advertising for at least one year, all the way through to ten years. The average change in saleswas, after the first year, was a decline of 16 %. After two years it was 25% and after three years it was 36%. I'm levelling off. As of four years without advertising, none of those brands were at their base line sals before the stops.
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