Background info:  We (my company, an ad agency) are doing a
presentation for one of our key clients who are threatening to cut
back or eliminate their advertising budget and focus those dollars
elsewhere.  We are trying to convince them that continued spending in
advertising will strenghten their brand and bolster their market
share.

What I am looking for specifically and having a hard time finding is
solid case studies/examples of companies that have increased their
advertising spending and enjoyed larger market share and growth of
brand equity, and on the flip side companies that have decreased their
advertising spending and lost market share to their competitors and
decreased their brand equity.  Need at least 2 examples of each,
specific companies, specific numbers, from credible sources, siting
companies/brands that experienced positive results due to their
increased ad spending, and compainies/brands that failed or suffered
setbacks due to thier decision to decrease ad spending.

Need on tight time line, hopefully in the next few hours.  I cannot
and will not pay for any answers provided after Friday, July 23rd 2004
as they will be completely useless to me after that point.  Thank you!

---

Clarification of Question by gobez-ga on 23 Jul 2004 16:52 PDT

Thanks everyone for your responses thus far.  I am opening the the
time line for an official answer to Monday, July 26th by 12pm (PST).

I would also like to add the following stipulation, that being that
the case studies need to be from the consumer hard goods category,
preferrably tools, appliances, or home electronics.

Thanks so much.

:-) RC Cola, Pepsi Cola, Coca-Cola. Each time they do an ad blitz,
generally their market goes up. Of course, this is reinforcement of
current brand.

when Xerox did their ads with John O' Hurley (angels) and such, it
brought them back to the thought process "I thought Xerox only did
copiers... Not anymore" I don't have numbers. Basically, the idea is
that if enough people hear it, it must be true. If they don't hear it
from you, they'll hear it from your competitor. Especially, they'll
hear your competitor say that you're not saying it :).

I am not a Google Answers Researcher.

Gobez --

I know that there are a couple of cornerstone studies done on the
impact of advertising, one in the European gasoline market (where
demand is inelastic) and one on the U.S. auto industry.

Unfortunately I can't find the former quickly -- you may be best
served by going to a public library because if memory serves me
correctly I ran across it while doing an Infotrac search on business
issues.

The other is referenced here on the Internet from the International
Journal of Economics and Business:
http://taylorandfrancis.metapress.com/app/home/contribution.asp?wasp=03x1mb0qwj4vrpf1ugdh&referrer=parent&backto=issue,2,8;journal,11,19;linkingpublicationresults,1:101205,1

Another excellent source with case histories would be the Harvard
Business School's case files.  Here, I'd recommend looking for cases
from major companies in similar industries.  Advertising cases
involving Procter & Gamble and other major consumer goods companies
may provide great assistance:
http://harvardbusinessonline.hbsp.harvard.edu/b02/en/cases/cases_home.jhtml

Best regards,

Omnivorous-GA

Some of the people who see/hear ads are analytical, and have concluded
that a very small percentage of the ads give them good advice, but are
1/2 truths and false inferences or worse. I suggest you try to convice
the ad industry that they need to serve the consumers as well as the
suppliers before nearly everyone concludes that they should give
preference to brands they never heard of. You don't always regret
buying "quality"   Neil