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‘When Will the ‘Resurgence’ Come?’
Brian Sheehan is a professor of advertising in the Newhouse School and a former top advertising executive.
As we start to think about economic recovery from Covid-19, the key question for our industry is ‘how quickly will advertising spend come back to its pre-crisis levels?’” Sheehan writes in a commentary for The Economic Times. “Is it months or is it years? That is, of course, very hard to project, since we don’t even know for sure when day-to-day life will recover. Everything depends on where, when and how much major advertisers spend. In reality, the answer will be vastly different for different categories. Some will recover quickly, others a bit more slowly and others extremely slowly. Unfortunately, some of the slowest-recovering categories are some of the biggest media spending categories.”
To read his thoughts in their entirety, head to The Economic Times.
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