ADVERTISING

Advertising and the Economy



Advertising and the Economy

Introduction

This paper focuses on the effects of Economic Crisis on Advertising Industry, and its impact on Companies marketing strategies. Advertising can be defined as any advertisement for the public and aims to promote the sale of goods and services. It is the most used tool in capturing market segment and is fundamental to the business strategy of any company. The advertising targeted at large groups and often resorted to when the sale directly from seller to the buyer, is ineffective. We must distinguish between advertising and other activities that also aim to influence public opinion as the advertising or public relations. There is a huge variety of advertising techniques, from a simple ad on a wall to a simultaneous campaign that uses newspapers, magazines, television, radio, leaflets distributed by mail and other means of mass communication.

There is a power that the media holds that goes unnoticed by many people. Only 12% of the public thinks that media influences them (Johnston). Media should not have the power to set the standards for society because it influences our sense of appropriate expectations, it creates ideals for love and lifestyles, and it can expand or constrain our dreams for opportunity and self-actualization in people of all ages. Everyone has expectations in life. Where do these come from? Some are from friends, family, or self, but mostly they are from media. The power of media can influence family life, our youth culture, and how we view a man's or woman's role in society (Wang and Ouyang, 2008, 143).

Effects of Economics Crisis on Advertising

The financial crisis reflected in the advertising and marketing market. Far beyond the example of no need to go, we can look at our colleagues from the European part of the country. So many abbreviations state, but what's there reductions, many companies have left the industry (Picard, 2001, 14). The crisis in the economy and its like an epidemic among animals, the strongest survives. Companies working in advertising and marketing industry, a huge amount on the Far East, many companies leave the market because of their sluggishness, inability to adapt to a rapidly changing economy (Tellis and Tellis, 2009, 210).

Advertising companies, which will improve the quality of its services, the company is ready for change, capable of adapting to the customers stand. It is they who will lead the industry after the crisis, for such a dynamic company crisis - it is just golf opportunities. Nothing lasts forever and the crisis end. Advertising and marketing market will continue to function only with major changes. Naturally change the number of market participants and industry leaders will be concerned (Tellis, 2009, 242).

The recent article by Kamber (2002) concludes that an advertising increase during a recession leads to an immediate boost of sales that diminishes in the years thereafter. Other studies investigate the effects on market share rather than on sales. Kijewski (1982), for example, finds that it is a lot easier to ...