Brand Advertising Competition and Industry Demand

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.

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