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Consumer Packaged Goods Trade Advertising During The December 2007–June 2009 Recession, Bridgid Agosta
Consumer Packaged Goods Trade Advertising During The December 2007–June 2009 Recession, Bridgid Agosta
College of Journalism and Mass Communications: Theses
The purpose of this study was to use a content analysis to compare retail trade advertisements made by top U.S. consumer packaged goods (CPG) manufacturers during the December 2007–June 2009 recession. This study extended Lord’s (1987) research that focused on consumer advertising to understand retail trade advertisements. This study analyzed 195 advertisements of U.S. CPG manufacturers in a nationally distributed U.S. retail trade print publication, Supermarket News. The results could indicate that retail trade print advertisements may help to enhance CPG manufacturers’ reputations among their trading partners. Specifically, findings from this research may indicate that because General Mills and Unilever …