Advertising During Recession - A Paper Authored By Dr Varsha Jain, Professor at MICA

AHMEDABAD, India - May 1, 2013 - PRLog -- The research has addressed the issues of advertising during recession mostly from the industry perspective or at the conceptual level. The study has explored the advertising agencies’ viewpoint of recession and its subsequent fallouts in the industry. It 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 agency during recession. The findings suggested that there were changes in the advertising budget, advertising strategies, advertising appeals, media and internal changes in the agency during recession.

Introduction to Research:

The global economic meltdown of 2008 resulted due to a credit crunch and affected most countries of' the world including India. Firms looked to redefine their strategies and did a rethink to obtain proportionate returns through smart moves. The slowdown resulted in widespread gloom across the country and affected various business sectors like Finance & Banking, Transportation, Telecom, etc. Most of these sectors depend upon advertising for their business.

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