Predicting Short-Term Changes in Market Share as a Function of Advertising Strategy

Abstract

This article presents the results of a series of multiple regression analyses in which past market share, advertising expenditure share, and test scores for television commercials were used to predict changes in market shares. The results suggest that the quality of advertising message content-and-presentation, as measured by the test scores, is closely related to short-term changes in market shares for food and drug products. This relationship implies that marketing models based on dollar expenditures alone cannot provide sufficient explanations of market response to advertising.