Abstract

http://ssrn.com/abstract=1378562
 
 

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A Critical Review and Synthesis of Research on Advertising in a Recession


Gerard J. Tellis


University of Southern California - Marshall School of Business, Department of Marketing

Kethan Tellis


affiliation not provided to SSRN

April, 13 2009


Abstract:     
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 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.

Keywords: Advertsing, recession, branding, private label, advertsing elasticity

working papers series


Not Available For Download

Date posted: May 6, 2009  

Suggested Citation

Tellis, Gerard J. and Tellis, Kethan, A Critical Review and Synthesis of Research on Advertising in a Recession (April, 13 2009). Available at SSRN: http://ssrn.com/abstract=1378562

Contact Information

Gerard J. Tellis (Contact Author)
University of Southern California - Marshall School of Business, Department of Marketing ( email )
Hoffman Hall 701
Los Angeles, CA 90089-0443
United States
213-740-5031 (Phone)
213-740-7828 (Fax)
HOME PAGE: http://gtellis.net

Kethan Tellis
affiliation not provided to SSRN ( email )
Feedback to SSRN


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