Share of voice/share of market and long-term advertising effects

In this paper we focus on analysing relationships between share of voice and share of market for a wide variety of fmcg product categories, in the conceptual framework of John Philip Jones’ Advertising Intensiveness Curve.

Share of Voice/Share of Market and Long-term Advertising Effects

Flemming Hansen and Lars Bech ChristensenCopenhagen Business School

INTRODUCTION

Examining advertising strategy to understand why some brands are successful while others are not requires actual data on ad spending and purchasing of brands. These data are available in the Adlab single-source database. It is the purpose of this paper to give evidence to the general theory that market-leading brands can afford to underspend in advertising without any significant loss of market share, while new brands and brands that have small market shares have to overspend in their effort...

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