Our finding that the AI relationship does indicate an equilibrium SoV combined with demonstration of the direct relationship between advertising intensiveness and advertising elasticities suggests that taking into account the concept of equilibrium SoV in the measurement of advertising elasticities could prove fruitful. Doing so would potentially provide greater understanding of the conditions under which advertising effectiveness varies, for instance, the variation in elasticities for brands that are underspenders versus equilibrium versus overspenders. This is in line with Wright (2009), who called specifically for further
research to understand the nature of variations in elasticities when SoV changes.