On economic aspect, advertising is likely to be one of the most important tools of marketing communications, which can help the company to maintain and enlarge the market shares. There are two important concepts, share of market (SOM) and share of voice (SOV), whose relationship can measure relative marketing effectiveness. Shimp (2010: 172) defines brand’ SOM as ”the ratio of one brand’s revenue to total category revenue” and brand’ SOV as ”the ratio of a brand’s advertising expenditures (its [ad spend]) to total category advertising expenditures”. Shimp (2012: 172) also points out higher SOVs can contribute to higher SOMs for a brand. For example, table 1 and table 2 in the appendix illustrate advertising expenditures of top-10 wireless phone brand and top-10 beer brand in 2002 (Shimp 2010: 172). The data show that, in general, share of market is directly proportional to the share of voice. They can interact. In fact, companies have not ignored the expenditures on advertising. Furthermore, the expenditures trend
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