The Effectiveness of Owned Media and Paid Media by Levels of Long-Term Sales-Growth Rate
| Statistic | Model 4 Coefficients (Outcome: ESOV) | Sensitivity | Elasticity | Model 5 Coefficients (Outcome: ESOO) | Sensitivity | Elasticity |
|---|---|---|---|---|---|---|
| Declining (base) | −0.407* | 0.593 | 1.69 | −0.477* | 0.523 | 1.91 |
| Static | 0.006 | 0.599 | 1.67 | −0.0009 | 0.522 | 1.92 |
| Rising | −0.012 | 0.581 | 1.72 | −0.008 | 0.515 | 1.94 |
| Intercept | 0.026* | 0.033* | ||||
| R2 | 0.22 | 0.26 | ||||
| df | 572 | 572 |
Note: ESOV = extra share of voice; ESOO = extra share of owned media, or the difference between share of owned media and market share. *p < .001.