In case Competitor Advertising is a plus:Correlational study of Advertising Spillovers Effect in Competitive market

In competitive markets, advertisements tend to look like a way through which a corporation can convince the customers to abandon the rival brands. However, the effect in real life can be much wider than that. ne-company made advertisement can have effect on not only its sales but also the performance of competitors. Such promotion makes the product categories familiar at different periods and indirectly assists the rival firms. A general conceptualization of this condition terminates an advertising spillover effect. This paper discusses the time when the advertising of competitors can be more beneficial than harmful. It researches consumer attention, brand familiarity and level of competitive behavior in the market as influencing factors of such results. The advertisement of one firm may inform other buyers about a product category even when they are poorly informed enough to experiment with various types of products. On the other hand, advertising can have a more pronounced effect of moving demand to other brands in the mature market where the shoppers are already aware of their choices. In other words, the same promotional campaign may have varying reactions in various types of market structures. (It can be a debilitating factor to competitors, but in other situations strengthening them by creating a higher interest in the category in general.) To test this idea further, the study will integrate both theory and practice in the study of online and traditional advertisement landscape. It examines how variables like quantity of advertising, brand’s market position, degree of maturity and so on affect consumer responses.