As new products enter the market growth stage, the number of competitors tends to increase with implications for market share. Marketers may need to maintain awareness at some predetermined level to ensure steady sales and stable market share. Marketers often rely on rough and ready ‘rules-of-thumb’ to estimate the amount of advertising expenditure required to achieve a given level of awareness. For instance, it was often held that to increase brand awareness by just one percent, it was necessary to double the dollars spent on advertising.
When a brand becomes established and attains the desired awareness levels (typically outlined in the marketing plan), the brand advertiser will shift from an intensive advertising campaign to a reminder campaign. The objective of a reminder campaign is simply to keep target audiences aware of the brand’s existence and to introduce new life into the brand offers. A reminder campaign typically maintains broad reach, but with reduced frequency and as a consequence is a less expensive advertising option. Reminder advertising is used by established brands, often when they are entering the maturity stage of the product lifecycle. In the decline stage, marketers often shift to a caretaker or maintenance program where advertising expenditure is cut back.