Current Business Research Project Paper

Current Business Research Project Paper - The article...

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The article “Research on advertising in a recession” was a combination of over 40 studies on marketing during a recession. Of the 40 studies 10 of the studies are original case studies that grouped into four classes: (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 and market share before and after a recession, (4) impact of advertising in a recession on profits during and after a recession. The research was conducted to find if it was actually feasible to cut back on advertising during a recession. Basically what the research is about and the article states is, that during a recession many companies are faced with tough times just as many people are. So a just as people look for ways to save money on their expenditures, so do companies. Companies tend to cut certain areas of the business, such as research and development, marketing, and advertising. The article studies the
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This note was uploaded on 06/28/2010 for the course RES 341 Res 341 taught by Professor Professor during the Spring '09 term at University of Phoenix.

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