How Estimates Of Share Of Voice (SOV) Affect Advertising Budgeting Decisions

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Thomas W. Whipple
Lou Walcer

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Abstract

An advertising budgeting procedure that compares share of voice to share of market for a brand and its largest competitor has been employed in established consumer packaged goods categories. This study implements similar procedures in a capital goods category, namely medical imaging equipment. Alternative estimates of share of voice and their impact on advertising budgeting decisions are considered. Advertising budgeting recommendations are presented.

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