Impact of Ad Spending
Delivered September 5, 2019. Contributor: ChristineD
Goals
Look for case studies of brands that invested in advertisements during a recession. The insights from the case studies will be used to prove or disprove the hypothesis that it pays to invest more in advertising during a recession.
Early Findings
IMPACT OF AD SPENDING DURING RECESSION
- Based on a market study of 101 household brands, those that raised their ad spending during the 1989 to 1991 recession saw their sales jump.
- Some of these brands include the following: Jif peanut butter, Kraft salad dressing, Bud Light beer, Coors Light beer, Pizza Hut, and Taco Bell.
- On thee other hand, brands that stifled their spending experienced massive decrease in sales.
- These brands include Jell-O, Hellman's, Doritos, Green Giant, and McDonald's.
PROPRIETARY DATABASE SEARCH RESULTS
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
Research proposal:
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