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

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.