This study empirically investigates how brands’ responses to competitors’ advertising actions change over the business cycle. Marketing data was made available by Prometheus, a brand performance tracker developed by Kantar Worldpanel. They cover marketing activity of 153 brands (including 15 private labels) manufactured by 27 different suppliers in six categories (bath gel, bottled water, dairy, laundry detergent, milk, and soft drink) sold in the Spanish CPG market. The data are available for 130 four-week periods from 2001 to 2010. Apart from advertising and promotion variables, for each brand, the dataset includes a survey-based metric on brand awareness over time, expressed as the percentage of respondents who indicated they know the brand, and data on brand price, or the price paid per unit (e.g., kilos, liters) by consumers in each period. This data is supplemented with data on the economic activity in Spain from the Organisation for Economic Co-operation and Development (OECD) - composite leading indicators available at: https://www.oecd.org/en/data/datasets/oecd-composite-leading-indicators-clis.html.

This replication package contains scripts to replicate the results of a study that quantifies the advertising activity of the brands in Spain. The proprietary brand data from Kantar Worldpanel are not included in the data package because the company does not allow this.