Winning Media Strategies in the Time of the Economic Crisis

Horváth, Dóra, Mitev, Ariel Zoltán and Bauer, András (2014) Winning Media Strategies in the Time of the Economic Crisis. Vezetéstudomány - Budapest Management Review, 45 (2). pp. 46-52. DOI 10.14267/VEZTUD.2014.02.07

PDF - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader


At the time of the economic crisis cutting marketing and media expenses is a common corporate reaction. While this reaction is rather obvious, this may not be the winning option. To find out more about successful media strategies authors conducted a broad, multiple method research, including interviews with industry experts (N=6, leading decision makers), scrutiny of consumer narratives (N=100), content analysis of forum and blog entries (N=7086 comments) and focus group interviews (N=4). Research findings point to realignment in media spending namely better-targeted communications programs and more fragmented media choice, and besides, show the increasing role of audience participation, too. Authors argue that careful managerial efforts for harmonizing consumer problems and advertising content may result in finding the path from problem level to desired level in marketing communication practices even in crisis periods.

Item Type:Article
Uncontrolled Keywords:economic crisis, marketingcommunication strategy, media strategy
Media and communication
ID Code:1450
Deposited By: Ádám Hoffmann
Deposited On:18 Feb 2014 11:50
Last Modified:19 Jan 2021 14:19

Repository Staff Only: item control page


Downloads per month over past year

View more statistics