ABSTRACT
The Gamma brands represent a relatively small group of thirteen names. Their most obvious characteristics can be seen in Table 10.1. They benefit from little share growth overall, although the patterns of increase and decline differ brand by brand. The most important conclusions from Table 10.1 relate to advertising. The short-term advertising strength (STAS) differential shows a reduction from the baseline, averaging 19 percent. This demonstrates that for these brands the short-term effect of advertising is negative: their advertising is not strong enough to prevent a serious loss of business to competitive brands. Yet the advertising intensity of the Gamma brands is higher than that for any of the other groups. Since there is no overall share growth, the relatively high advertising intensity obviously does not compensate for the lack of advertising quality.
