Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore how advertising affects consumers' sensitivity to price changes, particularly for premium and niche brands. They discover that even competitors' ads can benefit your brand by increasing category attention.
Topics covered:
- [01:00] "Advertising's Long-Term Impact on Brand Price Elasticity Across Brands and Categories"
- [02:30] How brand equity influences pricing power
- [03:00] Price elasticity explained
- [05:00] Which brands benefit most from advertising
- [06:45] The seasoning effect of category advertising
- [08:15] How luxury brands approach advertising differently
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Ataman, M. B., Pauwels, K., Srinivasan, S., & Vanhuele, M. (2016). Advertising’s Long-Term Impact on Brand Price Elasticity Across Brands and Categories. SSRN. Retrieved from
SSRN.
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