Advertisers face a daunting task in this economic crisis. How do they get consumers to spend money at a time when Americans are cutting back? It’s also a time when common knowledge tells us to save and go back to the basics.

Well, in response, advertisers have adjusted to the hard times [...]]]> CLAUDIA-TERESA POU – MEDILL NEWS SERVICE

Advertisers face a daunting task in this economic crisis. How do they get consumers to spend money at a time when Americans are cutting back? It’s also a time when common knowledge tells us to save and go back to the basics.

Well, in response, advertisers have adjusted to the hard times and changed their campaign strategies. The vast majority of commercials on prime time television now focus on the recession, but what’s behind the logic? Do consumers really want to be reminded about the struggling economy?

Advertisers say it’s not about reminding consumers we are in a recession.  The idea is to stress the value the company has to its customers, according to a story on Forbes Video Network.  For many of these companies, their services or products are a way to help Americans get through the crisis.  

Adam Armbruster, a partner in the retail and broadcasting consulting firm Eckstein, Summers, Armbruster & Company in New Jersey, spoke with The Catalyst, a blog that focuses on local broadcast television and internet sales, retail intelligence and media insight. Armbruster explained that during a recession, consumers don’t necessarily stop buying, they just don’t over-buy. Therefore, the consumer wants to see an ad that stretches his or her dollar, he said.

Marketers also need to create a new sense of urgency for what Armbruster calls the “now” buyers who will take advantage of sales and promotions. He raised the question: What can you do to create excitement and a short-term sales promotion and communicate this excitement in your commercial? 

Marketers also mention the recession as a way to connect with consumers and to help consumers rationalize their purchases.  The idea is to make spending on their product or service seem logical at a time when so many are affected by the economic crisis.

Below you will find four commercials that air on a regular basis. Some are funny and others more serious, but all of the commercials mention the recession in some way or another.  Click on the links below to watch the commercials on You Tube.  

What do you think?  Do you think advertisers are being smart by mentioning the economic crisis?  Do you think it’s an effective strategy? 

Wendy’s “3conomics” commercial

Hyundai Assurance Program

Mailroom 30

E*Trade baby