The sizeable reduction of advertising budgets in progress, whereas previous crises (1991-1998) had brought about no such recession, can also be explained by shorter decision-making paths – and therefore more "rapid" because more centralised ones – and by greater parallelism between stock-market evaluations and the will to control profit margins.
Ces deux éléments conjoints (concentration/cotation) auraient pour conséquence malheureuse une accélération et un approfondissement des effets de mauvaise conjoncture.