Journal article
The Impact of Advertising On Market Share Controlling for Clutter, Familiarity, and Goodwill Decay
Journal of advertising research, Vol.60(1), pp.87-103
01/03/2020
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Abstract
The advertising-sales relationship remains paramount. This study-believed to be the largest that focuses on automotive sales and advertising-investigates ceilings and thresholds by optimizing budget allocations among media. The study considered 12 vehicle brands in South Africa, spanning 8 years of sales, reflecting sales and media expenditure. It also considers the effect of competitors' advertising expenditure and familiarity on the ceilings and thresholds of each medium, as well as the decay rate of advertising goodwill. Findings suggest that the allocation of expenditure among media types is subject to threshold phenomena. The findings also establish the impact of clutter and familiarity on market share, advertising efficacy, and ceilings and thresholds. Results highlight the interaction between current market share and advertising efficacy.
Details
- Title
- The Impact of Advertising On Market Share Controlling for Clutter, Familiarity, and Goodwill Decay
- Creators
- Nicholas De Canha - C2 Group (South Africa)Michael Ewing - Deakin UniversityAli Tamaddoni - Deakin University
- Publication Details
- Journal of advertising research, Vol.60(1), pp.87-103
- Publisher
- Advertising Research Foundation
- Number of pages
- 17
- Identifiers
- 991013124211302368
- Copyright
- Copyright© 2020 ARF. All rights reserved.
- Academic Unit
- Faculty of Business, Law and Arts
- Language
- English
- Resource Type
- Journal article