Skip to main content
padlock icon - secure page this page is secure

Changes in Advertising Strategies During an Economic Crisis: An Application of Taylor's Six-Segment Message Strategy Wheel

Buy Article:

$47.50 + tax (Refund Policy)

Between 2005 and 2009 financial service organizations in the United States altered their advertising messages in response to changing economic conditions brought about by a sustained recession. This analysis of print magazine advertisements for banks, credit cards, investment firms, and insurance providers demonstrates that financial service advertisers shifted away from transformational approaches in favor of informational approaches. Credit card companies were slower to change their strategies than were bank, investment, and insurance companies. The results of this analysis support the argument that advertising serves the role of providing market information and that the nature of such information is determined by economic conditions.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: Content Analysis; Economic Crisis; Financial Services Organizations; Magazine Advertisements; Message Strategy

Document Type: Research Article

Publication date: 01 February 2011

  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more