Wonder

Research Outline

Prepared for Tom T. | Delivered September 5, 2019

Impact of Ad Spending

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
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