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>If advertising drives sales then you will see a decline really quickly if you cut spending. You’ll likely see this decline within hours. In order to restore sales the first thing you’ll do is restore spending.

True for digital, but not for TV, podcast, and OOH. On those channels, it’s common to see a multi-week long tail of performance even after spend stops. Very annoying for testing.

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But this article is specifically addressing performance advertising where the advert is intended to directly influence sales through conversions.

Awareness advertising, like TV and billboards, is presumably coated separately.

(I admit I wasn’t clear about that in my post but it was my intent)

I’ve always pictured branding like a flywheel. Advertising adds momentum. If you cut spending it will take a while before you see it slow down. And by the time you notice a real slow down it takes months to build it back up.

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