PAPERS- VOLUME 2, ISSUE 2 (Sept-2017)

Advertising in Recession: A Competitive Strategy to Crush Small Players

Mr. Sachin Verma
Mr. Vineet Kumar


Advertising is an important part of marketing, it’s a form of communication that includes the name of the brand, its product or service and how that product or service could potentially benefit the consumer. Recession is a business cycle contraction, a general slowdown in economic activity over a period of time. Due to this slowdown organizations often tend to reduce their advertising budget. This paper attempts to throw a light on how innovative advertising can help the organizations generate recall of their brand and why sometimes it is necessary not to reduce the advertising budget during recession so that the brand comes out to be a stronger one when this economical slowdown is over. This is the real time when major companies can wipe out small competitors who wont be able to survive recession with help of innovative advertising strategy.

Keywords: Advertising, marketing, communication, recession etc

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