The influence of advertising on the demand for chocolate confectionery

Bob Eagle and Tim Ambler

Chocolate confectionery in Western Europe is a mature, slowly declining market. This study looked for correlation between advertising and the year to year changes in market size of Belgium, France, Germany, the Netherlands and the UK.

The influence of advertising on the demand for chocolate confectionery

Bob EagleIndependent Consultant

and

Tim AmblerLondon Business School

This paper addresses the impact of advertising on the size of five European chocolate confectionery markets: Belgium, France, Germany, the Netherlands and the UK. We are not concerned with brands or market share. No doubt brand owners advertise to the extent that their particular brands are advantaged. The question here is whether it is likely that a reduction in advertising would decrease the demand for chocolate products as a whole. The literature implies that total market effects are unlikely but...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands