Nerd Alert: The Cost of Going Dark

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The Marketing Architects

Marketing Architects

199 episodes

1 day ago

Introducing a research-first podcast that builds revenue, not condos.

Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.

Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

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Nerd Alert: The Cost of Going Dark

The Marketing Architects

9 minutes

1 month ago

Nerd Alert: The Cost of Going Dark

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob reveal the true cost of turning off advertising spend. They explore research across 365 US brands showing market share declines by 10% after one year, 20% after two years, and 30% after four years of going dark.

Topics covered:

[01:00] "When Brands Go Dark: A Replication and Extension"
[02:00] Market share drops 10% after one year of going dark
[04:00] Brand size and trajectory predict decline severity
[05:00] Low frequency categories suffer most without advertising
[06:00] Light buyers are first to forget your brand
[07:00] Mental availability matters more than shelf availability

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.

Resources:
Phua, P., Hartnett, N., Beal, V., Trinh, G., & Kennedy, R. (2023). When brands go dark: A replication and extension. Journal of Advertising Research, 63(2), 172–184. https://doi.org/10.2501/JAR-2023-009

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