John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.

Reduced Advertising and Its Impact on Profitability and Market Share in a Recession

Reduced Advertising and Its Impact on Profitability and Market Share in a Recession
Reduced advertising and its impact on profitability and market share in a recession
Alexander L.Biel

It is no surprise that when economies become soft, businesses naturally search for ways to cut expenses. Marketing budgets in general, and advertising budgets in particular, are vulnerable targets, because they can be cut at relatively short notice. However, little is known about the consequences of changes in such spending on share of market and on profits. Do budget cuts really help short-term profitability? And what, if any, are the risks of ad budget reduction?

Of course, not all marketers retreat when the economy recedes. Here's what Toyota's head of marketing in the United States, George Borst, said to Wall

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