What happens if I stop advertising?

Looks at the long and short-term consequences of a brand going dark and whether it's best to cut budgets or keep advertising in a recession.
  • In the short run, going dark has little impact on brand or business metrics as analysis by Kantar Millward Brown shows that while communication awareness levels drop away significantly, the impact on image and trial is minimal.
  • However, longer periods off air are likely to weaken brand health, as well as its bond with its consumers, and will also likely damage its market share due to a reduction in share of voice.
  • Once equity and share have declined, it can be hard to get them back up to previous levels, so the best way to ensure long term brand growth...

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