Brand Advertising Competition and Industry Demand
- 1 December 1984
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 13 (4) , 19-30
- https://doi.org/10.1080/00913367.1984.10672913
Abstract
This study explores the relation of competitive brand advertising expenditures to industry, brand and rival retail sales and market share. It also examines relationships among competitors' advertising expenditures. The annual advertising expenditures of 121 brands in seven mature consumer non-durable product categories display a range of potential effects including primary demand, primary sales effect/competitive advertising and competitive advertising. In a sample of industries characterized by relatively high retail market concentration ratios and low rates of real retail sales growth, annual brand advertising expenditures, on average, appear to be largely interdependent, but they do not tend to escalate.Keywords
This publication has 17 references indexed in Scilit:
- Computer-Based Advertising Budgeting Practices of Leading U.S. Consumer AdvertisersJournal of Advertising, 1983
- The Effects of Serial Correlation and Data Aggregation on Advertising MeasurementJournal of Marketing Research, 1983
- A Reply to Weinberg and WeissJournal of Marketing Research, 1982
- On the Econometric Measurement of the Duration of Advertising Effect on SalesJournal of Marketing Research, 1982
- Judging the Welfare Performance of Manufacturers' AdvertisingJournal of Advertising, 1981
- ESCALATION TENDENCIES OF ADVERTISING*Oxford Bulletin of Economics and Statistics, 1978
- The Measurement of Industry Advertising EffectsJournal of Marketing Research, 1976
- Cross-Sectional, Time-Series Issues in the Analysis of Marketing Decision VariablesJournal of Marketing Research, 1975
- Sales-Advertising Cross-Elasticities and Advertising CompetitionJournal of Marketing Research, 1973
- Multivariate Analysis of Sales Responses of Competing Brands to AdvertisingJournal of Marketing Research, 1972