ABSTRACT The advertising–sales relationship remains paramount. This study—believed to be the largest that focuses on automotive sales and advertising—investigates ceilings and thresholds by optimizing budget allocations among media. The study considered 12 vehicle brands in South Africa, spanning 8 years of sales, reflecting sales and media expenditure. It also considers the effect of competitors' advertising expenditure and familiarity on the ceilings and thresholds of each medium, as well as the decay rate of advertising goodwill. Findings suggest that the allocation of expenditure among media types is subject to threshold phenomena. The findings also establish the impact of clutter and familiarity on market share, advertising efficacy, and ceilings and thresholds. Results highlight the interaction between current market share and advertising efficacy.

中文翻译：

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广告对市场份额的影响

摘要广告销售关系仍然至关重要。这项研究被认为是针对汽车销售和广告的最大研究，它通过优化媒体之间的预算分配来研究上限和下限。这项研究考虑了南非的12个汽车品牌，这些品牌的销售跨度为8年，反映了销售和媒体支出。它还考虑了竞争对手的广告支出和熟悉程度对每种媒介的上限和阈值的影响，以及广告商誉的衰减率。研究结果表明，不同媒体类型之间的支出分配受到阈值现象的影响。调查结果还确定了混乱和熟悉对市场份额，广告效果以及上限和下限的影响。