PT  - JOURNAL ARTICLE
AU  - Tellis, Gerard J.
AU  - Tellis, Kethan
TI  - Research on Advertising in a Recession
AID  - 10.2501/S0021849909090400
DP  - 2009 Sep 01
TA  - Journal of Advertising Research
PG  - 304--327
VI  - 49
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/49/3/304.short
4100  - http://www.journalofadvertisingresearch.com/content/49/3/304.full
SO  - J Advert Res2009 Sep 01; 49
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.