经济衰退期的广告影响——国外研究述略

在经济衰退期间减少广告支出,将导致在衰退期间及以后的商品销量下降,且不能带来实质性的利润的增加。在经济衰退期间增加广告支出对企业的销量、市场份额、利润及品牌资产都有积极的作用,且其影响远大于经济扩张期和稳定期。增减广告支出的影响时效往往超出衰退期本身。

The Effects of Advertising in a Recession

Reduction in advertising expenditure during the recession will lead to the decline in sales during and after the recession, and it can not bring a substantial increase in profits. During the economic downturn increasing advertising expenditure have positive effects on sales of business, market share, profits and brand equity and its impact is much greater than that in economic expansion and stable period. Moreover, the impact of changes in advertising expenditures often exceed the time period of recession itself.