Applying an Advertising-Sales Relationship Model to Product Fields

The amount spent on advertising a brand, its “momentum” in the product field, and the effectiveness of its advertising are three important factors that can now be measured. Can their relative influence on sales-share change be measured?

The President of Schwerin Research reports how this has been done in a broad mathematical model. He believes that the knowledge thus gained will have increasing importance in making realistic decisions in specific brand situations.