Should Ads Be Consistent over Time or Change with the Market? Evidence for Young and Established Brands of Minivans – MSI

Working Paper

Should Ads Be Consistent over Time or Change with the Market? Evidence for Young and Established Brands of Minivans

Koen Pauwels, Bharat Sud, Robert Fisher, and Kersi D. Antia

Feb 18, 2016

When should brand advertising build consistency and when should messaging respond to changing consumer preferences? This analysis of the U.S. minivan market offers insights on the tradeoffs.

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