Advertising After The 2008 UK Recession
Rob Miller | Monday September 26, 2011
Categories: Advertising, More on Advertising, Courses, A Level, WJEC A Level, WJEC A2, WJEC A2 Media Studies, WJEC AS, WJEC AS Media Studies
- Declining media revenues including Advertising since mid 2008 (start of recession)
- Advertising spend is an indicator of confidence in a brand e.g. current low production value Honda advert (Feb 2010) compared to 2003-2007 Power of Dreams campaign (Wieden and Kennedy) Car companies like Honda have dramatically reduced advertising spend.
- Argument 1 – short term reduction in advertising spend can be costly in the long run.
- Argument 2 - previous recessions suggest continued advertising spend ultimately leads to increased sales and consumer confidence – risk taking
- Advertising = ‘building blocks’ (gradually maintaining brand identity) i.e. why reduce advertising spend just because there is a recession?
- In general many brands are operating ‘high risk’ strategies with saturated advertising campaigns hoping customers will spend their way out of the recession e.g. Barclaycard Pipes/Roller Coaster (2010) by BBH.
- Lower production value brands are increasing advertising spend e.g. Vauxhall Corsa CMONS campaign 2007-2010 (see current ‘Pop Art’ commercial, non-diegetic music by Gnarls Barclay)
- Increased Charity advertising spend potentially reflects changes in society e.g. Barnardos ‘Believe in Children’, moral panics (recession, redundancies…) and general anxieties
- ITV has been in permanent decline for a few years but...
Media.edusites offers a wealth of enriched content to help you help your Media Studies students. Please subscribe or log in to access this content.
If you've never been here and would like a sample of what's on offer, please sample it here, and use the menu on the left to browse the site's content by title.
The trial covers just a few samples, if you would like to find out if we have the resources you need, get in touch by email using the contact details below.
The content of this site has been produced by teachers and examiners. We have a similar site for English called English.edusites.co.uk
Kind regards, Richard Gent
Edusites Ltd
[email] richard@edusites.co.uk
[telephone] 01604 847689
[fax] 01604 843220
