Share of voice/share of market and long-term advertising effects

Hansen, Flemming; Christensen, Lars Bech

doi:10.1080/02650487.2005.11072927

Cited by 14 publications

(5 citation statements)

References 1 publication

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“…Although there may be a ceiling effect for advertising, these stronger reputation firms were not guaranteed higher sales. This is consistent with research showing that firms with high market share predictably underspend on advertising (Jones, 1990;Hansen and Christensen, 2005). Conclusions about the diminished importance of advertising should be tempered though.…”

Section: Stronger Reputation Firmssupporting

confidence: 87%

Publicity and advertising: what matter most for sales?

Spotts

Weinberger

2014

European Journal of Marketing

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Purpose -The purpose of this research is to understand the relationship between publicity, advertising activity and corporate sales in the context of a company's existing reputation. Design/methodology/approach -The study brings together four unique industry datasets and uses discriminant analysis and multiple regression methods to examine the relationship between existing corporate reputation, publicity, advertising activity and sales levels for major multi-national companies in the technology products sector.

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Section: Stronger Reputation Firmssupporting

confidence: 87%

Publicity and advertising: what matter most for sales?

Spotts

Weinberger

2014

European Journal of Marketing

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“…Advertising intensity has been used as a reliable proxy for customer awareness as advertising enhances the visibility of a firm's activities and hence customer awareness (Servaes & Tamayo, 2013;Rahman et al, 2017). A higher level of advertising intensity by a focal firm in a given industry increases the firm's share of voice compared to other firms in the industry which consequently positively affect customers' awareness about the firm's messages as regards various activities, including its green initiatives (Eagle, Kitchen, & Rose, 2005;Hansen & Christensen, 2005;Servaes & Tamayo, 2013). Furthermore, higher advertising intensity assists the focal firm in cutting through the message clutter in a given industry.…”

Section: Moderating Variablesmentioning

confidence: 99%

The product‐market performance benefits of environmental policy: Why customer awareness and firm innovativeness matter

2020

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Researchers have widely studied the nexus between corporate environmental ('green') policy and its green performance and firm financial performance, but with mixed findings. A potential explanation for these mixed findings is the focus of extant studies on the direct and immediate impact of environmental performance on financial performance to the exclusion of firm-specific boundary conditions. Furthermore, all prior research study the effect of environmental performance on either stock market-based performance measures (i.e. stock return) or accounting-based performance measures (i.e. ROA). A missing third dimension of firm performance, product-market-based performance (i.e. market share) has so far remained unexplored despite representing a crucial objective when innovating. Using Newsweek's annual green ranking as a novel measure of environmental performance for a panel of U.S. firms from 2010 to 2015, this paper attempts to fill these voids in the literature. The results show a positive relationship between firms' environmental performance and market share as a measure of product-market-based performance. The findings further demonstrate that this relationship is positively moderated by the level of customer awareness and innovativeness of the firm: the higher the level of awareness of a firm's environmental credentials and innovativeness, the stronger the effects of environmental performance on market share. Our results are robust against endogeneity concerns and alternative measures of firm financial and environmental performance.

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“…The protagonists of these publications are also analyzed along with references to brands, teams and artists. Values are expressed in the "Share of Voice" index (Hansen & Christensen, 2005) which represents the level of participation of an actor (a brand, a company, a user, etc.) as a percentage in a given channel, medium, platform, or format.…”

Section: Methodsmentioning

confidence: 99%

Post-truth, gender issues and sports entertainment: the setting in Ibero-America’s main digital media for the Super Bowl halftime show 2020

Torres

Nobell

Vadillo-Bengoa

2022

Communication & Society

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The subject of this research topic is the frameworks and the media representation of the role of women in mass sports events. The case study corresponds to the participation for the first time in the halftime show of the “Super Bowl 2020” of two of the main Latin pop artists: Shakira and Jennifer López. The objective of the study is to characterize the treatment of the event given by the media (both generalist and sports-themed) of the 22 countries that make up Ibero-America together with that on social networks. The assumptions that have guided the research seek to determine whether an objectification of women in the image that is built from the media and on social networks really exists; and whether the frames that occur in both are identical or different. The methodological design includes a content analysis and impact measurement with Big Data technology. The main results and conclusions include the objectification of women in all the generalist media; and 50% in sports-themed media. Similarly, it should be noted that social media reflect the impact of conventional media more than tenfold and most importantly, a change in trend and progress is foreseen in media frameworks with a gender perspective.

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Share of voice/share of market and long-term advertising effects

Cited by 14 publications

References 1 publication

Publicity and advertising: what matter most for sales?

Publicity and advertising: what matter most for sales?

The product‐market performance benefits of environmental policy: Why customer awareness and firm innovativeness matter

Post-truth, gender issues and sports entertainment: the setting in Ibero-America’s main digital media for the Super Bowl halftime show 2020

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