The Conversation

Tue Feb 4

Smart brands rein in ad spending when a rival faces a setback − here’s why

Written by Vivek Astvansh, Associate Professor of Quantitative Marketing and Analytics, McGill University

When a rival business stumbles, it's both a threat and an opportunity.Matt Molloy via Getty Images Plus

Imagine: You’re in charge of marketing for a major automaker, and your biggest competitor just recalled thousands of vehicles. Now customers are worried about the safety of cars like yours. Do you seize the moment and ramp up advertising to...

Read more: Smart brands rein in ad spending when a rival faces a setback − here’s why

Smart brands rein in ad spending when a rival faces a setback − here’s why

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