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The effect of advertising on sales and brand shares

J.M. Samuels (Graduate Centre for Management Studies, Birmingham, UK)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 April 1970

Abstract

Tests a new series of models which attempt to describe the relationship between advertising and sales. Describes an attempt to obtain information of this kind by investigating the effect of advertising on sales and brand shares. States that a number of researchers are now attempting to develop models to explain the workings of the market for a particular product. Emphasises that the prime area of interest of the study is the effect of advertising on sales and brand shares. States the study does not have the objective of constructing a complete marketing model involving all the variables that are thought to influence a brand's share of a product. Concludes that many results herein are disappointing, but it is perhaps too optimistic to expect the models dealt with earlier to be successful.

Keywords

Citation

Samuels, J.M. (1970), "The effect of advertising on sales and brand shares", European Journal of Marketing, Vol. 4 No. 4, pp. 187-207. https://doi.org/10.1108/EUM0000000005196

Publisher

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MCB UP Ltd

Copyright © 1970, MCB UP Limited