Advertising Budgeting: A Reinvestigation of the Evidence on Brand Size and Spend
重新审视11个国家两个品类中广告支出与品牌规模的关系，并分析五年内广告份额偏离均衡对市场份额的长期影响，评估两种方法对广告预算决策的实用性。
Deciding on and justifying the size of advertising budgets is a common challenge that marketers face. We reinvestigate previously noted relationships between advertising spend and brand size for 11 countries, in two categories, for multiple media. We also investigate the longitudinal market share impact over five years of extra share-of-voice deviations from equilibrium share-of-voice calculated from share-of-voice equal to share-of-market (SoV = SoM) and Jones's advertising intensiveness curve (AI) relationship. We critique the usefulness of these approaches for advertising budgeting.