1. 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
Number
of
ar.cles
or
examples
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