Share of voice/share of market in FMCG product categories: Advertising strategy analyzed using single-source data

Constanze Hess, Peter Neijens, Lars Bech Christensen, Flemming Hansen

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearch

Original languageEnglish
Title of host publicationContent and Media Factors in Advertising
EditorsBas van den Putte, Edith Smit
Publication date2004
Pages129-135
Publication statusPublished - 2004

Cite this

Hess, C., Neijens, P., Bech Christensen, L., & Hansen, F. (2004). Share of voice/share of market in FMCG product categories: Advertising strategy analyzed using single-source data. In B. van den Putte, & E. Smit (Eds.), Content and Media Factors in Advertising (pp. 129-135)