Working Papers

A Survey of Research on Advertising in a Recession

Gerard J. Tellis and Kethan Tellis

Jan 1, 2009

Reviews the literature on the effectiveness of advertising in a recession (defined broadly as a contraction in the economy, or decline in GDP, over a whole year) and synthesizes the major conclusions from this review.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.