Alternative marketing thinking

iCONTRACT

Credit Crunch Christmas. What Will Retailers Do?

Will retail advertising prudence prevail this Christmas? Retailers famous for their big-budget, glitzy, celebrity-led advertising campaigns will face a difficult choice: toning them down to reflect the gloomy economic situation with value-for-money messages (see Mother’s campaign for Boots’ where office goers buy each other gifts); or urging consumers to splurge with the usual festive fanfare. Media Guardian looks at how some of UKs biggest retailers plan to advertise this year.

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