Advertising Intensity within the Carbonated Soft Drinks Industry
研究了约20个碳酸软饮料品牌六年的广告支出数据，发现需求和供给因素共同影响广告强度，其中新推出的低糖品牌需要更多广告，而品牌市场份额和总市场增长会降低广告强度，两大企业间的竞争则推高了广告支出。
A study of advertising expenditures for a period of six years of about twenty brands of carbonated soft drinks shows that both demand and supply side factors affect advertising intensity. The main demand side influence is the need to advertise more for the new subcategory of diet brands. Brand market share has a negative impact on advertising intensity because of threshold effects and accumulated market goodwill. Total market growth also has a negative influence on advertising intensity. This occurs ostensibly because consumers get more familiar with the product category because of increased consumption. The main supply side determinant is the interfirm rivalry between the two largest firms. The results show that the two largest firms do not get any benefits of economies of scale in advertising, but instead spend significantly more on advertising their brands compared to the competition.