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...