8.2 Brand Marketing
8.2.1 Brand Advertising
(Sethuraman, Tellis, and Briesch 2011)The average short-term and long-term brand advertising elasticity values are 0.12 and 0.24, respectively. The elasticity of brand advertising has decreased with time, and advertising elasticity is greater for durable products than non-durable goods in the early life cycle stage than in the mature life cycle stage.
(Danaher, Bonfrer, and Dhar 2008) The advertising elasticity of the focal brand decreases when one or more rival companies run ads during the same week. If all brand advertising were reduced, each brand’s advertising would receive more reaction.
8.2.2 Brand Promotion
(DelVecchio, Henard, and Freling 2006) On average, sales campaigns have little effect on brand choice post-promotion.
(Guyt and Gijsbrechts 2014) Timing brand promotion out-of-phase with competing chains does not necessarily increase merchants’ net revenue gains, especially in areas where brand promotions impact the place of purchase.
(Ailawadi, Neslin, and Gedenk 2001) Heavy consumers of out-of-store brand promotions plan their purchases, are prepared to transfer stores but not brands, have ample storage space, and have a low cognitive demand. Retail brand promotion users feel more financially limited, are impulsive, and are not motivated by conformity motive or cognitive need.