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When Brands Go Dark – Examining Sales Trends when Brands Stop Broad-Reach Advertising for Long Periods

When Brands Go Dark – Examining Sales Trends when Brands Stop Broad-Reach Advertising for Long Periods

On average, when brands stop broad-reach media advertising for a year or longer brand sales decline immediately in the first year and every subsequent year. Decline is faster for smaller brands and for brands that already were declining in sales before stopping advertising.