During Difficult Times, Investing in Community Events Can Win Consumers
By Jack Neff
Published: December 29, 2008
BATAVIA, Ohio (AdAge.com) -- Marketers have it wrong, according to Richard Luker: In a time when consumers are hunkering down in a bad economy, they yearn for the community of local events rather than the big national ones advertisers gravitate toward. And at a time when people are making and maintaining friends virtually on the internet (and marketers put more spending there), people actually need more social networking the old-fashioned way -- face to face.
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