Part 2. MM4XL Tools > 2. Analytical Tools > Business Formulas > mmMSAR, Market Share to Advertising Ratio

Business Formulas

mmMSAR, Market Share to Advertising Ratio

Category: Reporting > Metrics

The Ratio Market Share to Advertising (mmMSAR) is used to compare the achieved and expected gain of brands. A value greater than 1 indicates that proportionately more is being garnered from the market than is being invested in promoting the brand. A value less than 1 indicates that proportionately less is being gained than expected.

Business analysis formulas for Excel. Marketing tool for professionals

Where:

MSi = Market share of brand i
Ii = Advertising investment of brand i
Business analysis formulas for Excel. Marketing tool for professionals
I = Advertising investment of all brands in a market

Syntax

mmMSAR(Market_Share, Product_Adv_Investment, Optional Tot_Adv_Investment)

Market_Share The market share of one or more brands
Product_Adv_Investment The communication investment of all the brands
Tot_Adv_Investment Optional - The total communication investment in the market

Text

Example

See example file Business Formulas.xls, sheet mmMSAR.

Business analysis formulas for Excel. Marketing tool for professionals

Related functions
  • mmGRP
  • mmHERF
  • mmPRESS
  • mmRANGE
  • mmRANK
  • mmSHARE
Related MM4XL software tools
  • BCG Matrix
  • Profile Manager
  • Brand Switch Analyst
Source
William R. King, 1967, Quantitative analysis for marketing management
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