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Should you change your ad messaging or execution? It depends on brand age

Author

Listed:
  • Pauwels, Koen

    (Principal Research Scientist, Amazon Advertising, USA)

  • Sud, Bharat

    (Lecturer, DeGroote School of Business, McMaster University, Canada)

  • Fisher, Robert

    (Alberta School of Business Research Chair in Marketing, University of Alberta, Canada)

  • Antia, Kersi

    (George and Mary Turnbull Faculty Fellow and Professor of Marketing, Ivey Business School, Canada)

Abstract

Should advertisers change their message (what is said), just as they do the execution (how it is said) to reflect changing consumer preferences? This paper is the first to quantify how these ad components and their interplay affect brand sales. The authors define the concepts of market consistency and changes in ad executions and show how they interact with each other and with the brand’s age in their sales outcome. The empirical analysis confirms the hypotheses in the US minivan market. As a brand matures, executional variations become increasingly beneficial, but changing advertising messaging to remain consistent with customer preferences becomes less effective. For older brands with little executional variation, changing the ad message even reduces sales. The authors thus uncover important boundary conditions for the opposing theories that brands should ‘stick with their message’ versus ‘change with the times’ and advise how to manage advertising as the brand matures.

Suggested Citation

  • Pauwels, Koen & Sud, Bharat & Fisher, Robert & Antia, Kersi, 2022. "Should you change your ad messaging or execution? It depends on brand age," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 8(1), pages 43-54, June.
    • Handle: RePEc:aza:ama000:y:2022:v:8:i:1:p:43-54
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    Citations

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    Cited by:

    1. Becker, Maren & Gijsenberg, Maarten J., 2023. "Consistency and commonality in advertising content: Helping or Hurting?," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 128-145.

    More about this item

    Keywords

    advertising; advertising messages and execution; brand management; brand maturity; Hausman-Taylor regression;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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