International Conference on Eurasian Economies
1-3 July 2014 – Skopje, MACEDONIA
Paper detail
Paper ID : 1141
Status : Paper published
Language : English
Topic : Microeconomics and Entrepreneurship
Presenter: Prof. Dr. Ayşen Akyüz
Session : 6A Microeconomics
The Role of Advertising during Recession
The Role of Advertising during Recession
- Prof. Dr. Ayşen Akyüz (Medipol University, Türkiye)
- Asst. Prof. Dr. Mustafa Ercilasun (Yeni Yüzyıl University, Türkiye)
Abstract
Advertising plays a key role in a dynamic economy. It provides valuable information about products and services in an efficient manner; communicates customer value, builds brand awareness and creates demand. In a recession, the first things that a company usually cuts come from the advertising budget. When companies begin to cut back on advertising during an economic downturn, they become less visible to the public. While it make sense to cut off from communication budget, the evidence shows that the companies which advertise during an economic downturn, have expanded their market share and have maintained their solid image. Therefore according to marketers, neglecting marketing efforts during an economic downturn will result in weakening the brand and making it less profitable in the long run. The present study aims to provide an understanding of the marketing communications’ specifically advertising’s impact on companies’ performance during and after recession. It lays out the theoretical foundations to evaluate the impact of advertising during the recessions and provides some evidence from the world. It is believed to be paramount to examine the existing literature and researches to create awareness in the field, about the importance and impact of advertising during economic downturns.
JEL codes: M31, M37
Akyüz, Ayşen, Ercilasun, Mustafa (2014). "The Role of Advertising during Recession" in Proceedings of International Conference of Eurasian Economies 2014, pp.199-205, Skopje, MACEDONIA.
DOI: https://doi.org/10.36880/C05.01141
