Account planners need to care more about share of voice

Share of voice has become too important an effectiveness issue to be left solely to media planners- account planners must engage with it too. This is according to an article* in this month’s edition of Admap, written by marketing consultant Peter Field, based on the findings in the latest IPA/Nielsen report he co-authored: How share of voice wins market share. *(c)Admap, the world's primary source of strategies for effective advertising, marketing and research. To subscribe visit www.warc.com/admap