The Economy and Advertising

http://www.youtube.com/watch?v=zjrvEIYZz9I

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•Increased their advertising spending by 200 million each year since 2007 •Maintained market position throughout most of the world

•3.8% increase in revenue from 2007 to 2008 •20% increase in advertising spending through 2009

•In its first quarter slashed its advertising expenses by $107 million, followed by a $45 million cut in the second quarter. In 2008, the retailer cut $94 million from its advertising budget •In the first quarter of 2009 Domestic sales dropped 10%, to $10.6 billion

•Decrease advertising spending from April 2009 to April 2010 because sales were down nearly 8%

•# of employees: 68,000 •-2.9% employee decrease

•# of employees: 40,000 •4.7% employee growth •Revenue: 6.13

http://www.youtube.com/watch?v=W0Kuq2IsdDI

•Show accountability for every dollar spent—want to see cause and effect •Increasingly important for marketers to foster brand relationships (which is difficult to achieve on TV) •Agencies need to focus on: Strategic Planning, Superlative Creative Ideas & multi-channel communications •Recession surviving agencies will be those to embrace the opportunity to rethink agency models

1. Be more resourceful with client dollars 2. Ask how you can help internally 3. Look out for new business leads

• Expand overseas as companies expand • 38.7% increase in advertising spending projected over next two years in

Asia Pacific

After the recession, consumers want value, not

dreams from brands

• Datamonitor’s Ad Industry Report for 2008 & 2006 & Asia Pacific Ad Industry Report for 2008 • Advertising Age – • 2008 Annual Reports for Coca-Cola, Sears, Hershey & Honda & Omnicom, Interpublic Group • Other articles