The ratio of a specific brand's ad expenditures to the total product category ad expenditures is known as _____.
A) share of market (SOM)
B) share of communication (SOC)
C) share of voice (SOV)
D) share of advertising (SOA)
E) share of state (SOS)

Question

The ratio of a specific brand's ad expenditures to the total product category ad expenditures is known as _____.
A) share of market (SOM) 
B) share of communication (SOC) 
C) share of voice (SOV) 
D) share of advertising (SOA) 
E) share of state (SOS)

Quizplus · Accepted Answer

Share of voice (SOV) is the ratio of a specific brand's ad expenditures to the total product category ad expenditures. It is used to measure a brand's advertising presence in the market and to gauge their level of competition. Share of market (SOM) is the percentage of total industry sales that a particular company has, while share of communication (SOC) and share of advertising (SOA) are not commonly used terms in marketing. Share of state (SOS) is also not a relevant term in this context.

The Ratio of a Specific Brand's Ad Expenditures to the Total