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Management article
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Reference no. 90108
Authors: John Philip Jones (Syracuse University, USA)
Published by: Harvard Business Publishing
Published in: "Harvard Business Review", 1990
Length: 6 pages
Topics: Advertising; Advertising strategy; Brands; Market share; Marketing management
Share a link: https://casecent.re/p/46966
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Abstract

Accuracy in manufacturers'' advertising budgeting is hampered by reliance on the case rate system. A better measure is a brand''s market share compared with its share of voice (its share of the total value of the main media exposure in that product category). The interrelationship between market share and share of voice is not usually considered when determining ad budgets.
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Abstract

Accuracy in manufacturers'' advertising budgeting is hampered by reliance on the case rate system. A better measure is a brand''s market share compared with its share of voice (its share of the total value of the main media exposure in that product category). The interrelationship between market share and share of voice is not usually considered when determining ad budgets.

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Sorry, this product has no related items.