The Impact of Advertising in the U.S. Sweet Confection Market

Janette Kitt and Peter Sträter

This article presents the structure of the market for sweet confections in the period 1996 to 2000. The sales of 100 brands, representing 78 percent of total sales, in food, drug, and mass merchandiser retail outlets, were analyzed for the effects of advertising and other independent variables.

The Impact of Advertising in the U.S. Sweet Confection Market

Janette KittKitt Consulting GroupPeter StrÄTer

INTRODUCTION

Early in the 20th century John Wanaker, former U.S. Postmaster General and prominent New York and Philadelphia retailer, declared, "I know half of my advertising is wasted, I just don't know which half" (Luo and Donthu, 2001). A continuous debate regarding the uses and abuses of advertising, its ability to change taste and preference (especially of children), to direct consumer demand toward categories and products that are not in their best interest, has ensued. Galbraith (1967, p. 83)...

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