December 2017
Intermediate to advanced
390 pages
7h 51m
English
Content preview from Measuring Marketing
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Chapter 46 Share of Voice
Measurement Need
To measure the organization’s share of the total media expenditures in the market.
Solutioni
Share of voice is calculated by:
Where
Vs = your share of voice expressed in percentage terms
A = your advertising spend for a given product
ΣAt = total of all market advertising spend for the same type of product
Suppose $100 million is spent on ads for portable music players overall, and a specific company spends $5 million to promote its own player. The company’s share of voice would be 5%:
Measuring online share of voice has led to new tools specific to the digital world, including:ii
–Search Engine Optimization (SEO) ...
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