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

Posted: 6 May 2009  

Gerard J. Tellis

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

Kethan Tellis

affiliation not provided to SSRN

Date Written: 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

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: https://ssrn.com/abstract=1378562

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 )

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