Footnote:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments November 2003 erstellt
Description:
This paper reviews the literature relating to the impact of advertising in mature markets, together with a range of data illustrating the impact of inflation, advertising rate increases and audience fragmentation on the purchasing power of advertisers. We show that substantial reported expenditure increases in advertising expenditure over time mask the struggle that advertisers have to maintain share-of-voice in fragmented and highly competitive markets. In addition, we show that advertising in mature markets is primarily defensive, aimed at protecting existing market share rather than impacting on the overall size of the market