Deciding on and justifying the size of advertising budgets is a
common challenge that marketers face. We reinvestigate
previously noted relationships between advertising spend and
brand size for 11 countries, in two categories, for multiple media.
We also investigate the longitudinal market share impact over
five years of extra share-of-voice deviations from equilibrium
share-of-voice calculated from share-of-voice equal to share-ofmarket
(SoV D SoM) and Jones’s advertising intensiveness curve
(AI) relationship. We critique the usefulness of these approaches
for advertising budgeting.