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...