nicolas achard
Psychology studies relevant to everyday life from PsyBlog. How share of voice wins share of market. A new study by the IPA and Nielsen Analytic Consulting published today (29th July 2009) shows that share of voice continues to drive brand growth, and without investment here, innovation in media and creativity is wasted. The results of this study provide the industry, for the first time, with a robust market-based data source at a critical time for budget discussions; at the start of the second half of 2009 and at the beginning of the budget planning cycle for 2010. An average campaign for an average brand can be expected to deliver market share growth of 0.5 percentage point for every 10 points of excess share of voice (ESOV); where excess share of voice equals the difference between share of voice and share of market. Brands that allow their share of voice to fall below their share of market lose market share in the same proportion.
View a preview of the study The data also highlights the importance of the quality of advertising alongside the quantity of advertising. 1. 2. 3. Budgeting for the Upturn – Does Share of Voice Matter? Nikki Clarke, Marketing Mix Consultant, The Nielsen Company, United Kingdom SUMMARY: Advertisers seek to understand the relationship between share of voice (SOV) and share of market (SOM).
Many factors besides SOV contribute to increased market share including: brand size; life cycle stage; “newness”; campaign quality. In the ongoing battle for greater sales and more market share, marketers are left wondering which strategy will increase their brand’s strength. In today’s tough economic times, advertisers seek insights to guide them in spending their limited budgets as efficiently as possible.
Most companies are trimming ad budgets. The concept of equilibrium All things being equal, a brand whose share of voice (SOV) is greater than its share of market (SOM) is more likely to gain market share. Excess share of voice (ESOV = SOV - SOM) is an important contributor to the level of growth. On average, a 10 point difference between SOV and SOM leads to 0.5% of extra market share growth. Text Translate. Umair Haque / Bubblegeneration. Timepiece Trading, Luxery Watches, Michael Kors, - Home.
Pearltrees videos. Help. Art&Culture. Design.