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| Author: | Hansen, F. (et al.) |
| Title: | Share of voice/share of market and long-term advertising effects |
| Journal: | International Journal of Advertising
2005 : VOL. 24:3, p. 297-320 |
| Index terms: | Advertising Advertising effectiveness Market share Brands Competition Scandinavia Nordic countries Denmark |
| Language: | eng |
| Abstract: | This paper analyses relationship between share of voice and share of market for a variety of fast moving consumer goods (fmcg) product categories, in the conceptual framework of John Philip Jones' Advertising Intensiveness Curve. The paper uses single-source data and shows that larger brands do hold smaller shares of voice relative to their shares of market than smaller brands do. The authors also investigate how the level of advertising in product categories affects this relationship, and how the level of competition in the product categories alters the Advertising Intensiveness Curve. |
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