Subject Index
 

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 ...

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 ...

Category slowdowns for reasons other than recession enjoy much lower rates of return on capital employed (ROCE) than other categories; they also have 28% less share growth per point of SOV/SOM, and ar ...

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program. The paper shows the i ...

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 ...

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.

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 ...

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 ...

Argues that relative advertising expenditure (advertising/sales ratio relative to competitors) helps to build (i) the relative perceived quality of the product or service and (ii) the firm's relative ...

A study which found packaged-goods firms that put most of their marketing budget into advertising were more profitable (return on investment) than those that put most of their budget into trade and co ...

Firms that maintain or increase their advertising during a recession are able to gain market share at a significantly faster rate than when the market is expanding. Although this leads to a reduction ...

Since the 1920s, US advertising practitioners have done many studies showing that firms that maintain their advertising during recessions tend to gain market share during the recession and increase th ...

Speculates that the new, and unexpected, fears of recession may adversely affect the media industries and market research.

Another look at prospects for the advertising business, by a leading analyst. There is less optimism than a year ago about the prospects for an end to the recession. If there is any recovery, late in ...

One of four articles analysing the effects of the advertising recession. The industry has lost a billion pounds of revenue since 1989. This article looks at where the losses have come from. The bigges ...

One of four articles analysing the effects of the advertising recession. This article describes the damage to agency billings, profits and salaries, and how advertising agencies are fighting back. Vig ...

Discusses advice from the `Four A's' (the American Association of Advertising Agencies), based on historical data, that it pays to advertise when things look bad. The author finds some of the argument ...

The author demonstrates that the temptation to cut advertising during a recession generally has a serious long-term effect of return on investment (ROI), as well as hurting the current account. A seri ...