• Corpus ID: 18099439

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

@inproceedings{Tellis2009ACR,
  title={A Critical Review and Synthesis of Research on Advertising in a Recession},
  author={Gerard J. Tellis and Kethan Tellis},
  year={2009}
}

• G. Tellis, Kethan Tellis
• Published 13 April 2009
• Business

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.