Marketing in a recession

Tuesday 21 July
6.00pm seminar start
7.00pm drinks and networking

Allan Scott Auditorium
Ground Floor
Hawke Building
City West campus

No one looks forward to a recession, but an economic downturn can provide opportunities.

Some of these opportunities come from changes in consumer behaviour, others as a result of reduced marketing activities by rivals such as budget reductions affecting advertising media. In this lecture Rachel Kennedy will tackle the topic of marketing in a recession, providing insights into pitfalls to avoid as well as possible opportunities on which to capitalise.

Her presentation will draw on history and marketing knowledge to answer some important questions such as: Can I get away with reducing my advertising spend? Is there benefit in maintaining spend? Should I lower price? Discount more? And, are premium new product launches doomed in a recession?

	Watch this vodcast (WMV) 80Mb (or right click and select 'save target as' to download)
	Listen to this podcast (MP3) 7.7Mb (or right click and select 'save target as' to download)

Working Links.
Division of Business

Associate Professor Rachel Kennedy

Associate Professor Kennedy is head of the Advertising Research Group at UniSA's Ehrenberg-Bass Institute for Marketing Science. Her research focuses on what makes sales campaigns effective, and she has extensive experience in assessing the impact of advertising and marketing communications on both current and potential customers.

Her work has helped assist clients in predicting and monitoring the success of their campaigns by use of her evidence-based research tools which measure advertisements before, during and after a campaign launch.

Associate Professor Kennedy has presented her findings worldwide and received a number of awards, including one from the Incorporated Society of British Advertisers and the Market Research Society UK.