Quelch, John (2008), Your Way Through a Recession.” Working Knowledge. “Marketing 3, (July 18), Srinivasan, Raji, Arvind Rangaswamy and Gary L. Lilien (2005), Adversary into “Turning Advantage: Does Proactive marketing during a recession pay off?” International Journal 22, pg 109-125. of Research in Marketing, Swearingen, Jake (2008), During a Recession,” January 31, .. “Advertising (2008), in Lean (June 18), Taylor Mack Advertising “Advertising (2001), Prices Right There.” October, The Copernicus MZine “Hold Wagner, Louis C (1941), and the Business Cycle.” October, Journal of Marketing, “Advertising Vol. 6, No. 2 pp 124-125. Warner, Charles (2008), Strategies in a Slowdown,” (June 18, 2008), . “Advertising Appendix 1* Recessions of the 20th Century (Tentative) Est Change in Est Change in Duration Date GDP per yr Advertising Months For last year Per yr Sept. 1902-Aug. 1904 23 NA NA May 1907-June 1908 13 NA NA Jan. 1910-Jan. 1912 24 NA NA Jan. 1913-Dec. 1914 23 NA NA Aug. 1918-March 1919 7 NA NA Jan. 1920-July 1921 18 -17% -22% May 1923-July 1924 14 2% 3% Oct. 1926-Nov. 1927 13 -2% 1% Aug. 1929-March 1933 43 -4% -18% May 1937-June 1938 13 -6% -9% Feb. 1945-Oct. 1945 8 2% 5% Nov. 1948-Oct. 1949 11 -1% 7% July 1953-May 1954 10 0% 5% Aug. 1957-April 1958 8 1% 0% April 1960-Feb. 1961 10 3% -1%
Quelch, John (2008), “Marketing Your Way Through a Recession.” Working Knowledge. 3, (July 18), Srinivasan, Raji, Arvind Rangaswamy and Gary L. Lilien (2005), “Turning Adversary into Advantage: Does Proactive marketing during a recession pay off?” International Journal of Research in Marketing, 22, pg 109-125. Swearingen, Jake (2008), “Advertising During a Recession,” January 31, .. Taylor Mack Advertising (2008), “Advertising in Lean (June 18), The Copernicus MZine (2001), “Hold Prices Right There.” October, Wagner, Louis C (1941), “Advertising and the Business Cycle.” Journal of Marketing, October, Vol. 6, No. 2 pp 124-125. Warner, Charles (2008), “Advertising Strategies in a Slowdown,” (June 18, 2008), . Appendix 1* Recessions of the 20th Century (Tentative) Date Duration Months Est Change in GDP per yr For last year Est Change in Advertising Per yr Sept. 1902-Aug. 1904 23 NA NA May 1907-June 1908 13 NA NA Jan. 1910-Jan. 1912 24 NA NA Jan. 1913-Dec. 1914 23 NA NA Aug. 1918-March 1919 7 NA NA Jan. 1920-July 1921 18 -17% -22% May 1923-July 1924 14 2% 3% Oct. 1926-Nov. 1927 13 -2% 1% Aug. 1929-March 1933 43 -4% -18% May 1937-June 1938 13 -6% -9% Feb. 1945-Oct. 1945 8 2% 5% Nov. 1948-Oct. 1949 11 -1% 7% July 1953-May 1954 10 0% 5% Aug. 1957-April 1958 8 1% 0% April 1960-Feb. 1961 10 3% -1%
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