SMART MARKETING
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In established, competitive markets, if a brand's share of advertising spend is greater than its share of market, it is likely to grow (and if its share of spend is less than its share of market, it is likely to decline).

The relationship, does, however, vary by brand size. 
Big brands can get away with a slightly lower share of spend to share of market ratio to maintain their position whereas small brands often need a higher ratio in order to grow.
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  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business
    • Case Examples
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Contact