Share of Voice & Share of Market
Mi hui Pak
Share of Voice (SOV): A brand’s share of the total advertising dollars or impressions for a product or commodity classification (Sissors & Barron, 2002, p. 427).
Share of Market (SOM): The percentage of the total sales of a specified class of products that is held by or attributed to a particular brand at a given time (Sissors & Barron, 2002, p. 427).
RELATIONSHIP BETWEEN SHARE OF VOICE AND SHARE OF MARKET
Market research supports the following premise: "All things being equal, a brand whose share of voice...