RT Journal Article
SR Electronic
T1 Research on Advertising in a Recession
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 304
OP 327
DO 10.2501/S0021849909090400
VO 49
IS 3
A1 Gerard J. Tellis
A1 Kethan Tellis
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/3/304.abstract
AB Based on an extensive review of research on advertising in a recession, the authors identify over 40 related studies. Ten of these studies involve original empirical analyses of cross-sectional or time series data. The rest are theoretical discussions, reviews, cases, or opinions. The empirical studies may be classified into four groups based on the dependent variable analyzed: (1) sensitivity of advertising expenditures to the economy, (2) sensitivity of brand versus private-label share to economic expansions and contractions, (3) impact of advertising in a recession to sales or market share during or after a recession, (4) impact of advertising in a recession to profits during and after the recession. The authors critically review these studies and synthesize the major findings.