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Advertisers grapple with reaching consumers with the right brand messages at the right time, even when economic times are good. Delivering effective advertising becomes even more critical during an economic downturn, when the impact of marketing dollars must be maximized. While conventional wisdom might suggest that advertisers should try to reach consumers when they have their full faculties available - and not when they are tired and fatigued - new research in a forthcoming issue of the Journal of Marketing Research suggests this might not be the case.
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