haku: @author Tellis, G.J. / yhteensä: 1
viite: 1 / 1
« edellinen | seuraava »
| Tekijä: | Tellis, G.J. Tellis, K. |
| Otsikko: | Research on advertising in a recession. A critical review and synthesis |
| Lehti: | Journal of Advertising Research
2009 : SEP, VOL. 49:3, p. 304-327 |
| Asiasana: | advertising research business cycles recession |
| Kieli: | eng |
| Tiivistelmä: | Based on an extensive review of research on advertising (hereafter as: adv-g.) in a recession (here as: recn.), this article identifies more than 40 related studies. Ten of these studies deal with original empirical analyses of cross-sectional or time series data while the rest being theoretical discussions, reviews, cases etc. The empirical studies are classified into four groups based on the dependent variable analyzed: 1. sensitivity (here as: s-ty.) of adv-g. expenditures to the economy, 2. s-ty. of brand vs. private-label share to economic expansions and contractions, 3. impact of adv-g. (here as: i-of-a.) in a recn. to sales or market share during/after a recn., 4. i-of-a. in a recn. to profits during/after the recession. |
« edellinen | seuraava »
SCIMA