fbpx

recession

Key Elements of Long-Term Market Leadership

Key Elements of Long-Term Market Leadership

While market share leadership is a strategic imperative for many leading companies, surprisingly little is known about market leaders. To rectify this, researchers in this MSI working paper looked into four key issues: (1) the frequency of market leaders maintaining their leadership over periods ranging from 5 to 89 years; (2) whether leading brands that lose their leadership are able to regain it or if loss of leadership tends to be permanent; (3) whether market leadership persistence varies as a function of economic conditions (i.e., GDP growth rate, inflation, unemployment); and (4) whether market leadership persistence varies by category type.

Should Advertisers Prepare for a Recession?

  • Posted: August 17, 2022

It appears that many consumers think we are (or will be) in a recession and so, are reevaluating their spending habits. This suggests that advertisers should start thinking about their strategies going forward.

Read more »

Audience Trends for Products with Supply Constraints
  • Article

Audience Trends for Products with Supply Constraints

IRI’s Michael Tscherwinski addressed the challenges marketers are facing due to supply-constraints and provided a best-practices playbook for unlocking opportunities. IRI’s 2022 outlook on product availability predicts continued challenges. Inflation, supply chain issues, as well as the war in the Ukraine, impact the operations of CPG companies. Category out-of-stock conditions are widespread, and many CPGs are pausing media. However, Procter & Gamble, one of the largest advertisers in the world, stated that it would continue to invest in marketing.

Member Only Access

NYCU: TWEET

  • Posted: August 12, 2021
Please log-in using the log-in icon  on the upper right of the web site or create an account to view this page.
How Long Can Brands Go Dark before Sales Suffer?

How Long Can Brands Go Dark before Sales Suffer?

  • JOURNAL OF ADVERTISING RESEARCH

How long can large- and medium-size brands, with stable sales histories, afford to halt broad-reach advertising? The answer, according to a new study, is about two years before sales and market share start to shrink. Those brands are the exception. Previously declining brands, especially small ones, will see sales drop even further when going dark for a year.

Member Only Access
 Next »