Variations in the Cyclical Behavior of Advertising
Open Access
- 1 April 1964
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 28 (2) , 25-30
- https://doi.org/10.1177/002224296402800206
Abstract
The general pattern of cyclical fluctuations in advertising has become familiar today. But what remains less well understood is how one type of advertising may behave differently from others. A better insight into this subject will help media in reducing business instability and to assist advertisers in planning effective advertising strategies. This article demonstrates how differently advertisers of different types of products and of various sizes react to business fluctuations.Keywords
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