Subject Index
 

No one looks forward to a recession, but downturns can also provide opportunities, some as a result of changes in consumer behaviour, others due to alterations in the marketing strategies of a brands' ...

Based on the lessons of previous recession, this article assesses how businesses can most profitably approach marketing in a downturn. Data from Millward Brown show that cutting marketing budgets in a ...

During an economic downturn, brand owners often prioritise maintaining their market share, matching the competition, and emphasizing price. Such a strategy, however, can dilute brand positioning, sque ...

This paper points to six studies, dating as far back as the 1920s, showing that brands with sustained advertising expenditure through recessions have a competitive advantage by stealing share of voice ...

This brief paper summarises the prospects of recession for mainland Europe and the UK. A decline in the European Sentiment Indicator over the two years to January 2008, as well as other indicators, po ...

Retailers in tough markets must cultivate their brands. This paper argues that the level of bonding between customers and a retailer's brand is a greater driver of long-term sales than advertising cam ...

Moray MacLennan, president of the UK IPA and chairman of M&C Saatchi Europe, argues that periods of recession can actually be a good opportunity to gain competitive advantage. To profit from downturns ...

In the uncertain economy of early 2008, forewarned is forearmed. This paper outlines economic evidence pointing to a downturn and presents arguments for why a future marketing downturn may differ from ...

For 30 years, most Western economies have had an average of one recession a decade. In this article, WARC.com summarises some of the approaches to recession marketing taken in award-winning advertisin ...

This article offers guidance for marketers on how to choose what to cut when forced to reduce marketing budgets. Key candidates are the company's operational sacred cows, the over-use of any one mediu ...

In this case study Nukhet Vardar, of El Izi Communications Consultancy (who in collaboration with the Turkish Foundation for Advertising and the Turkish Market Researchers Association conducted the st ...

One of a number of expert reviews of the US media scene produced in March 2003, and looking at 2003/4. This one advocates maintaining advertising expenditure in uncertain times - and recommends spot T ...

In this second article on the advertising recession Tim Ewington reviews and analyses advertising expenditure in six major media sectors - newspapers, television, magazines, outdoor, radio and cinema. ...

In this first of a series of articles on media economics Tim Ewington discusses whether the advertising industry is really in recession. He examines data from 16 countries over twenty one years which ...

Joe Mandese discusses the possibility of an economic upturn and quotes WPP, Interpublic and others who warn that recovery could be slow and uncertain. He explains that while network up-front looks enc ...

This article uses the analogy of gardening to illustrate best practice in marketing during a recession. The authors suggest that economic downturns give managers the opportunity to look harder at thei ...

Paul Richards argues that cost cutting of marketing budgets during a recession is a false economy. He lists examples of major brand's corporate missions, all of which centre on delivering value to s ...

The author argues that in the light of the economic downturn, marketers should turn to Enterprise Marketing Management (EMM) - a web based, integrated marketing style - to build success.

'Spend your way out of trouble' is the mantra that media chant at marketing types when airtime and space schedules start to look windy. There have been pleas for TV channels to keep up their programm ...

The author argues that too many business decisions (especially in a recession) are intuitive. He sees the need for counterintuitive thinking based on sound targeting, better market research, and usin ...

Darwin was right - when you are entering a new world the winners are those who adapt. The year 2000 was a great party but the next day brought a hangover. We were a world of dotcom; today we are wor ...

An analysis of the British economy over the past few years. In spite of a stealth task which the City noticed, the Chancellor has impressed the electorate by keeping finances in good order but promis ...

Leadership is never easy but at least a buoyant economy and growing markets offer protection. Strangely, business that has been rocked by one recession appears to be unprepared for the next. What is ...

In 1999 Profit Impact of Marketing Strategy produced the definitive report on the lessons learned from recessions occurring over a thirty year period. Now in 2001 it is worth revisiting the data to d ...

A high level of adspend has traditionally been one of the key tools for marketing a large and successful brand. According to this paper, however, advertising budgets amongst the leading brands have be ...

A revision of a prescient 1998 booklet circulated by Leo Burnett, Chicago. Discusses the nature of recession, four possible recessionary scenarios, differing consumer mindsets and behaviour during re ...

Combining data of aggregated business performance from the database of benchmarking specialists PIMS with the IPA Data Bank of Advertising Effectiveness Awards cases shows that advertising expenditure ...

Discusses how advertisers should adjust their spending in a recession. Other papers on the subject are arranged in order of increasing persuasiveness/usefulness, the main criterion for this being rele ...

Reports analysis from the PIMS database (described) of 1,000 companies coping with recession. Companies that increase their marketing activities during recession are more successful than companies whi ...

Extract from Advertising in a Recession, by Bernard Ryan, Jr, published by the American Association of Advertising Agencies. Sets out four phases for developing marketing plans in a recession: Assess ...