When Brands Go Dark

Hartnett, Nicole; Gelzinis, Adam; Beal, Virginia; Kennedy, Rachel; Sharp, Byron

doi:10.2501/jar-2021-009

Cited by 9 publications

(13 citation statements)

References 28 publications

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confidence: 76%

“…These discoveries are interesting but are limited to a single study analyzing a single product category and market. Hartnett et al (2021) were also blind to other variables, such as distribution changes or price promotions, which could have contributed to in-market sales changes, given that the data were from a natural experiment, not a controlled one. Consequently, it is fair to speculate that the findings may be idiosyncratic to the one dataset and may not extend to, or be as pronounced for, brands in different categories or markets that present different conditions.…”

Section: Introductionmentioning

confidence: 99%

“…The current study aims to replicate the approach of Hartnett et al (2021) with a new, much larger dataset of in-market observations to determine whether the nature and magnitude of the relationship between advertising cessation and brand performance hold.…”

Section: Introductionmentioning

confidence: 99%

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When Brands Go Dark: A Replication and Extension

Phua¹,

Hartnett²,

Beal³

et al. 2023

JAR

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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.• The study expands and adds robustness to prior evidence that when brands stop advertising, declines become more common and more significant, on average, as time increases.• Using market share (where prior research used sales), losses were quantified as declining by 10 percent after one year, 20 percent after two years, and 28 percent after three years relative to the last advertised year, on average.• Such quantification facilitates financial forecasting and portfolio decision making concerning advertising cessations.• Brand size and market share trajectory before stopping advertising affect the rate of market share decline, so they should be factored into advertising cessation decisions.• The magnitude of market share decline varied considerably across categories. Consumer goods with longer interpurchase intervals appear to suffer greater average decreases after three years without advertising.

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confidence: 76%

Section: Introductionmentioning

confidence: 99%

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When Brands Go Dark: A Replication and Extension

Phua¹,

Hartnett²,

Beal³

et al. 2023

JAR

Self Cite

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“…Targeted education initiatives for both the general population and by race and ethnicity to improve public and patient knowledge of stroke warning signs and the need to promptly activate EMS have occurred continuously over the past 25 years in the US and other countries, with mixed success . Based on experience with commercial advertising, it is critical for these campaigns to be constantly underway or else public knowledge may rapidly decline . Efforts to better understand and target barriers of message uptake and behavioral actions are highly desirable, such as the recently identified social environment paradox in which patients whose stroke onset is in the presence of nonrelatives arrive early while those with onset in the presence of spouses or family members arrive late .…”

Section: Discussionmentioning

confidence: 99%

“… 40 , 41 , 42 , 43 Based on experience with commercial advertising, it is critical for these campaigns to be constantly underway or else public knowledge may rapidly decline. 44 Efforts to better understand and target barriers of message uptake and behavioral actions are highly desirable, such as the recently identified social environment paradox in which patients whose stroke onset is in the presence of nonrelatives arrive early while those with onset in the presence of spouses or family members arrive late. 45 Further research and interventions in the patient population at risk may have profound outcomes for population health and health equity.…”

Section: Discussionmentioning

confidence: 99%

Trends in Stroke Thrombolysis Care Metrics and Outcomes by Race and Ethnicity, 2003-2021

Man,

Solomon,

Mac Grory

et al. 2024

JAMA Netw Open

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ImportanceUnderstanding is needed of racial and ethnic–specific trends in care quality and outcomes associated with the US nationwide quality initiative Target: Stroke (TS) in targeting thrombolysis treatment for acute ischemic stroke.ObjectiveTo examine whether the TS quality initiative was associated with improvement in thrombolysis metrics and outcomes across racial and ethnic groups.Design, Setting, and ParticipantsThis retrospective cohort study included patients who presented within 4.5 hours of ischemic stroke onset at hospitals participating in the Get With The Guidelines–Stroke initiative from January 1, 2003, to December 31, 2021. The data analysis was performed between December 15, 2022, and November 27, 2023.ExposuresTS phases I (2010-2013), II (2014-2018), and III (2019-2021).Main Outcomes and MeasuresThe primary outcomes were thrombolysis rates and time metrics. Patient function and mortality were secondary outcomes.ResultsAnalyses included 1 189 234 patients, of whom 1 053 539 arrived to the hospital within 4.5 hours. The cohort included 50.4% female and 49.6% male patients and 2.8% Asian [median (IQR) age, 72 (61-82) years], 15.2% Black [median (IQR) age, 64 (54-75) years], 7.3% Hispanic [median (IQR) age, 68 (56-79) years], and 74.1% White [median (IQR) age, 75 (63-84) years] patients). Unadjusted thrombolysis rates increased in both the pre-TS (2003-2009) and TS periods in all racial and ethnic groups from 10% to 15% in 2003 to 43% to 46% in 2021, but disparities were observed in adjusted analyses and persisted in TS phase III, with Asian, Black, and Hispanic patients having significantly lower odds of receiving thrombolysis than White patients (adjusted odds ratio, 0.85 [95% CI, 0.81-0.90], 0.76 [95% CI, 0.74-0.78], and 0.86 [95% CI, 0.83-0.89], respectively). Door-to-needle (DTN) times improved in all racial and ethnic groups during TS, with DTN times of 60 minutes or less increasing from 26% to 28% in 2009 to 66% to 72% in 2021. However, in adjusted analyses, racial and ethnic disparities emerged. During TS phase III, compared with White patients, Asian, Black, and Hispanic patients had significantly lower odds of receiving thrombolysis with a DTN time of 60 minutes or less compared with White patients (risk-adjusted odds ratios, 0.91 [95% CI, 0.84-0.98], 0.78 [95% CI, 0.75-0.81], and 0.87 [95% CI, 0.83-0.92], respectively). During TS, clinical outcomes improved for all racial and ethnic groups from pre-TS, with TS phase III showing higher odds of ambulation at discharge among Asian, Black, Hispanic, and White patients. Asian, Black, and Hispanic patients were less likely to present within 4.5 hours.Conclusions and RelevanceIn this cohort study of patients with ischemic stroke, the TS quality initiative was associated with improvement in thrombolysis frequency, timeliness, and outcomes for all racial and ethnic groups. However, disparities persisted, indicating a need for further interventions.

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Dirichlet implications for portfolio management

Driesener

Rungie

Wright

2021

J of Consumer Behaviour

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We extend the utility of Goodhardt's negative binomial distribution-Dirichlet model to demonstrate how it can be used to support portfolio decisions relating to retail assortments. The approach is based on analysing polarisation of loyalty, φ, obtained via a transformation of the model's S parameter, to investigate loyalty to attributes.Prior research on loyalty to attributes suffers from limitations of method or application, so we develop a full treatment of the statistical basis and analytical methods required for ongoing research in this area. We then demonstrate the utility of our approach through application to four subcategories of coffee in the USA over 2 years.Importantly, we reveal the specific attribute levels (features) that generate the least and most loyalty, and show how this, when combined with market share, can be used to respond to the strategic context. Specifically, those attribute levels with low loyalty may be more suitable for seasonal or limited time offers for which maximising short-term custom is more important than repeat purchase; conversely, attribute levels with high loyalty may be more suitable for achieving long-term growth of brand share. In both cases, attribute levels with higher market share are preferable.

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When Brands Go Dark

Cited by 9 publications

References 28 publications

When Brands Go Dark: A Replication and Extension

When Brands Go Dark: A Replication and Extension

Trends in Stroke Thrombolysis Care Metrics and Outcomes by Race and Ethnicity, 2003-2021

Dirichlet implications for portfolio management

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