The Effect of Advertising Concentration on Retailers’ Market and Financial Performance: An Abstract

Advertising is widely recognized as a powerful force for enhancing brand awareness and shaping consumer preferences (e.g., Ailawadi et al. 2009; Tellis, 2005). Companies continue to spend vast amounts of money on advertising every year; the United States alone spent 189 billion dollars in 2015 (Statista, 2016). Despite the consensus that advertising is an effective tool, it is still quite challenging for companies to exactly evaluate and quantify its impact. Therefore, in past decades, both practitioners and academics have made enormous efforts to examine the effectiveness of advertising. Remarkably, even though D’Souza and Rao (1995) find that for a particular advertising campaign timing plays a crucial role in its success, no research has systematically explored how timing could influence advertising effectiveness from a strategic point of view.