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...