Features of Advertizing Activity in Automobile Segment in Crisis

Theme: Features of Advertising Activity in Automobile Segment in Crisis During the crisis, the automotive industry bears the most serious losses in sales and, as a result, reduces the advertising’s spends. This decline explained by changes in consumer behavior in terms of crisis. During this period, the consumption of durable goods reduced for most of the population. So that, belonging to this group of products, the automotive industry has its own characteristics applied to advertising. In this regard, objectively necessary to research the specifics of marketing and advertising companies and automotive dealer’s organizations during the crisis, as the industry takes an important place in the economy. The existing theoretical developments in advertising activities of the automotive industry were analyzed in this research. Herewith, special attention was paid to industry’s changes in the time of crisis. There have also been studied the features of advertising activities in modern Russian automotive market and factors, which have the greatest influence on the strategy of behavior of the various actors of the automotive business in a crisis, were analyzed. According to the results of the research, recommendations were developed to improve the effectiveness of advertising and marketing activities for the manufacturers and dealers of companies in crisis. Volkova Olga Alexandrovna