PROMOTING PRODUCTS, CUTTING COSTS: ADVERTISING INDUSTRY STRATEGIES AND TACTICS IN THE UNITED STATES, 1973-‐1976 Sapna Mistry, Dr. James Hamilton, Dept. Adver8sing and Public Rela8ons, Grady College
Overview: Examina8on of 105 randomly selected issues of Adver&sing Age 1973-‐1976, a period of general economic slowdown. Explores correla8on of adver8sing strategies to periods of economic downturn.
Key ques.ons: Did tac8cs of greater industry interest in a period of economic downturn emphasize greater consumer work? In what ways were consumers directly involved in marke8ng communica8on prior to the rise of the Internet and user-‐generated content?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1973 Q1 1973 Q2 1973 Q3 1973 Q4 1974 Q1 1974 Q2 1974 Q3 1974 Q4 1975 Q1 1975 Q2
A>en.on to User-‐Centered Marke.ng Tac.cs, By Quarter, 1973-‐1975
Supplier
Source
Premium incen.ve
Contestant
0
2
4
6
8
10
12
14
16
1973 Q1 1973 Q2 1973 Q3 1973 Q4 1974 Q1 1974 Q2 1974 Q3 1974 Q4 1975 Q1 1975 Q2
Num
ber o
f ar.cles or e
xamples
A>en.on Paid to Marke.ng Tac.cs, By Quarter, 1973-‐1975
Contestant
Premium incen.ve
Source
Supplier
Conclusions: Interest in premium incen8ves increased drama8cally through the 1970s economic recession. They were a non-‐digital form of direct consumer involvement in marke8ng communica8ons that predated digital UGC.
Data collec.on: 105 randomly selected issues, spanning period of economic downturn pre-‐digital era. Coding categories for consumer involvement: Source, contestant, freelancer, newbie, supplier, premium incen8ve, buyer