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Brand Marketing

In a Downturn, Ads Should Focus on 'Value'

Headshot of Mark Dolliver
By Mark Dolliver

NEW YORK When the economy was ticking along nicely (or, at least, we thought it was), many brands’ advertising tended to convey a subtext that said, in effect, “You deserve the best of everything, and we’re here to give it to you!” With consumers shifting into austerity mode for the duration of the downturn, that sort of thing won’t play well. So, what is the most effective tone for advertising during a recession?

That question was posed to members of LinkedIn — targeted to those in advertising and marketing jobs — in online polling conducted for AdweekMedia in April and May.

Headshot of Mark Dolliver

Mark Dolliver

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