Effectiveness: Sales, market share, SOV-SOM

 

Advertising can work fast – and the best way to achieve this can be to focus on generating an emotional response. Philips’ electric shavers, perceived as the choice of middle aged men, were losing sha ...

Hovis is Britain’s most famous bread brand, but in 2008 it was losing share and perceptions of it as healthy and natural had waned. Ad agency MCBD opted to capitalise on the legacy of the famed 1970s ...

Blue-chip FMCG companies, such as Unilever, P&G and Cadbury, can improve their relationship with the City by changing their reporting on marketing budgets from half-yearly to quarterly, or by issuing ...

Dental hygiene brand Oral B wanted to persuade 47 million west Europeans to switch to a power toothbrush. Agency Publicis was tasked to shift perceptions from ‘unnecessary, expensive gadget’ to ‘essen ...

IPA commissioned research conducted by Nielsen into FMCG brands proves that advertising share of voice (SOV) drives share of market. The research looked at the impact of brands’ SOV in the first year ...

Based on over 260 estimates, the mean elasticity of sales or market share to advertising is 0.1 percent. Another 450 field experiments suggest that changes in media, product, target segments, advertis

Based on the lessons of previous recession, this article assesses how businesses can most profitably approach marketing in a downturn. Data from Millward Brown show that cutting marketing budgets in a ...

This article presents the structure of the market for sweet confections in the period 1996 to 2000. The sales of 100 brands, representing 78 percent of total sales, in food, drug, and mass merchandise ...

In this article, Peter Field analyses a mass of case studies from around the world to discover how brands with a smaller share of voice have managed to make inroads in the markets of their bigger comp ...

With marketing budgets always under pressure, it may be tempting for advertisers to consider coming off TV. Brands can indeed “go dark” for six months or so with little apparent deterioration in their ...

Using two cases from the IPA dataBANK, this paper looks at two differing approaches to adding value to a brand through communications. The mass-targeted TV advertising of PG Tips is compared with the ...

Over the last several decades, advertising effects on sales have been studied without appropriately taking into consideration competitors' advertising activities. As a result, advertisers often instin ...

This paper underscores the fact that sales are the most important measure of any type of branding. The authors have observed that there is almost total focus on the consumer 'buying cycle', the are ...

This is a response to the review in March Admap of the book 'The Ultimate Secrets of Advertising' by its author John Philip Jones. This open letter states that the reviewer of the book ignores accoun ...

This article describes the preliminary studies of the effect of advertising and promotion on purchases. The British single-source database Adlab has been the basis for this study of advertising and pr ...

Advertising in almost any form of media is very expensive and, as such, those who plan and create it need to be able to assess the type of results it is getting, and how an improved performance may be ...

This article covers three areas of concern to consumers of marketing mix models:- (1) What should the casual consumer of marketing models understand? (2) Why is it important to include timing of ad ef ...

This paper addresses the question of the effects of advertising on the primary demand for whisky in Italy. In contrast to previous works, this issue is investigated in a multivariate framework by refe ...

An analysis of the relationship between annual advertising expenditure and market share for several brands of beer sold in the USA between 1977 and 1998, using a generalised least-squares regression p ...

Advertising sales elasticity is often used to compare advertising effects (across years, campaigns, media, regions and brands). Broadbent describes why using 'elasticity' in the form of a coefficient ...

Print is traditionally valued for its long-term effects on image and awareness building. This paper shows how data from the Nielsen Homescan Panel can also be used to measure its short-term effects on ...

This article is based on an analysis by Taylor Nelson Sofres comparing sales and shares in 26 leading product categories between 1975 and 1999 (full report is published by WARC, 2001). An earlier AG ...

This paper demonstrates that household panel data can be used to improve our understanding of how advertising impacts our consumers to deliver the measured volumetric responses we observe. Moving beyo ...

This paper argues that much current campaign tracking and econometric modelling is systematically undervaluing good agency planning practice and the potential of media advertising. This is not a refle ...

This paper researches whether the food processing industry influences household diet through advertising, using an advertising-augmented Rotterdam model for eleven broad food groupings spanning 1969-1 ...

The debate continues to rage concerning whether or not advertising 'works'. Ehrenberg and Jones are at odds as to whether or not advertising is a strong or weak force. In this paper the focus is shift ...

The author describes his own model of advertising effects (see also von Gonten and Donius: 'Advertising exposure and advertising effects', Journal of Advertising Research, Aug-Sep 1997). Argues the ne ...

Describes the MAX (Managing Advertising Expenditure) Project in the USA. This started in December 1996, under the auspices of the Marketing Science Institute and the American Association of Advertisin ...

A response to Campbell and Dove, Admap February 1998 who advocated basing marketing budget allocations on analysis at store level. It is argued that, while superficially attractive, this is very dange ...

Outlines how store-level scanning data can be modelled to assess the effectiveness of trade promotions and advertising, especially television. Examples quoted come from IRI data from the UK. A study b ...