DEFINITIONS

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 (SOV) is greater than its share of market (SOM) is more likely to gain market share" (Clarke, 2009, Aug.).

In their PIMS studies, Tellis and Ambler (2007) found that Share of Market (SOM) is correlated with Perceived Quality, which in return is correlated with Share of Voice (SOV). They argue that the implication of this correlation is: