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Advertising in Recessionary Times: What you need to know, and what you can do.

I. What Do We Know about Advertising in a Recession?

Gerard J. Tellis, Ph.D. – Professor of Marketing, Director of the Center for Global Innovation, and Neely Chair of American Enterprise – Marshall School of Business, USC

There have been countless articles about the effectiveness of advertising in a recession, including much conflicting advice. Professor Gerard Tellis, reviews the findings from 40 major research studies, integrating and synthesizing them into a set of key learnings. Drawing on the evidence from 21 recessions in the past century and 37 countries, hear about the response of advertising to economic expansions and contractions, the effect on sales, market share and profitability, and why most advice on advertising in a recession is flawed. This presentation is based on a major research study, co-authored by Kethan Tellis, which will be published in the Journal of Advertising Research in the Fall.

II. 7 Recommendations for Marketers To Succeed (best you can) in a Recession

Rex Briggs – CEO, Martketing Evolution

What should marketers do in a recession? Marketing ROI Expert Rex Briggs presents 7 wise moves for marketers to make in a recession from his recently published thought leading whitepaper. Based on the world’s most broadly validated cross-media measurement methodology, and billions of dollars in spending, Mr. Briggs draws insights from the data, and his experience to argue what marketers can and must do to be effective in the current economic climate.