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Marketing Disrupted Series - Creative Draft (5)

Marketing Disrupted:
Inspiration from international innovators

Episode Three: Dr Nicole Hartnett, Senior Marketing Scientist, Ehrenberg-Bass Institute Australia

Thursday 30 September 2021
12:30pm - 1:30pm
Online

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Episode Three: Dr Nicole Hartnett, Senior Marketing Scientist, Ehrenberg-Bass Institute Australia: 'What happens when brands stop advertising?'

"Stopping a brand’s advertising and pocketing the budget is also an easy way to improve net profit.

Such financial decisions are known as ‘milking’ the brand, and though it may be an effective solution for a business in the short term, it is a gamble with potentially high stakes. It’s a gamble because little is known about the likely consequences." Join us September 30th online to learn and be inspired by Dr Nicole Hartnett.

MA’s new online series ‘Marketing Disrupted’ allows Kiwi marketers to learn directly from leading international experts and innovative thinkers. Our keynote speakers will discuss innovation and disruption in marketing, data, technology, and business.

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Episode Three:
What happens when brands stop advertising?

Advertising spend can be cut for many reasons. In a recession or other times of financial pressure —
e.g. when resources are urgently required in other areas of the business — advertising may seem like a discretionary activity or a dispensable luxury. Because the advertising budget is typically non-fixed, it can be diverted quickly at short notice. In some cases, poor budget planning or extra spending due to seasonality
(or certain high reaching events) may run the budget dry for some time until the brand’s next allocation of funds.

Stopping a brand’s advertising and pocketing the budget is also an easy way to improve net profit.
Such financial decisions are known as ‘milking’ the brand, and though it may be an effective solution for a business in the short term, it is a gamble with potentially high stakes. It’s a gamble because little is known about the likely consequences.

So regardless of why brands stop advertising, it is important that we understand what happens when they do. How are sales affected? How big might the consequences be?

Nicole Hartnett

 

 

Dr Nicole Hartnett

Senior Marketing Scientist
Ehrenberg-Bass Institute Australia

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UPCOMING EPISODES

Episode Four: 7 October

2-Sep-08-2021-10-36-35-52-PM

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