Reducing advertising spend unlikely will result in an immediate decrease in sales or market share, which suggests that brands could save money on advertising periodically without suffering major consequences (Tellis, 2004). The long-term implications of these decisions to stop advertising, however, are not well documented or understood. This study investigates what happens to aggregate sales when brands stop spending on all broad-reach INTRODuCTIONA man who stops advertising to save money is like a man who stops the clock to save time.