Share of voice/share of market and long-term advertising effects

Abstract

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. Data used are single-source. We show that the general relationship of a relatively larger share of voice for smaller brands and a relatively smaller share of voice for larger brands holds true. We also analyse 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.