PT  - JOURNAL ARTICLE
AU  - Janette Kitt
AU  - Peter Sträter
TI  - The Impact of Advertising in the U.S. Sweet Confection Market
AID  - 10.2501/S0021849908080057
DP  - 2008 Mar 01
TA  - Journal of Advertising Research
PG  - 22--29
VI  - 48
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/48/1/22.short
4100  - http://www.journalofadvertisingresearch.com/content/48/1/22.full
SO  - J Advert Res2008 Mar 01; 48
AB  - This article presents the structure of the market for sweet confections in the period 1996 to 2000. The sales of 100 brands, representing 78 percent of total sales, in food, drug, and mass merchandiser retail outlets, were analyzed for the effects of advertising and other independent variables. Sales, advertising, volume, and all commodity volume increased positively. The sales shares of the four product categories—cough drops, breathmints, hard candy, and chewing gum—shifted materially in the period. The absolute advertising levels differed significantly between categories. Regression analysis showed that advertising and volume strongly determined the changes in sales, without influencing prices. The differences in the regression coefficients of advertising and volume between the categories were highly significant (p < 0.01). Sugar-free confections grew much faster than those made with sugars, mainly because they dominated the new-product launches.