Corpus ID: 30587102

Advertising during Recession : An Agency Perspective from India

  title={Advertising during Recession : An Agency Perspective from India},
  author={Varsha Jain and Subhadip Roy and Aarzoo Daswani and M. Sudha},
Research has addressed the issues of advertising during recession mostly from the industry perspective or at the conceptual level. The present study has explored the advertising agency's viewpoint of recession and its subsequent fallouts in the industry. The study was based on twenty seven in-depth interviews conducted with top management representatives of 23 major advertising firms in India. The questions were related to the external and internal changes that take place in the advertising… Expand

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