SOV Is DOA
October 17, 2010
One of the most popular measures of relative marketing effectiveness continues to be monitoring share-of-voice (SOV), a metric based on your total marketing/advertising spend as a percentage of the total spend in your category. Some even go a step further and look at an index of SOV to SOM (share of market). The argument for doing so is that if your SOV is less than your SOM, you are at risk of losing share. Presumably, the converse is then also true — that if your SOV is greater than SOM, you should expect to gain share.
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