Checklist for Developing Recession Marketing Plans

Charles L. Martin and Phillips W. Goodell

Extract from Advertising in a Recession, by Bernard Ryan, Jr, published by the American Association of Advertising Agencies.

Checklist for Developing Recession Marketing Plans

Phillips W. Goodell andCharles L. Martin

PHASE I: ASSESSMENT OF EXTERNAL FACTORS

  • Timing: When is the recession likely to begin and end? How long will the recovery take?
  • Industry Impact: Does the industry/business typically lead or lag the recessionary cycles? In past recessions, how deeply have the industry and the company been affected relative to other industries and competitors?
  • Technology:Historically, what is the industrys commitment to technological ...

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