The evolution of advertising investment during a decade of economic crisis (2007-2018). The case of the automotive sector and its adaptation to the Internet

Abstract

The economic crisis and the emergence of technology - led by the Internet - has resulted in a real transformation in advertising, and in the automobile market. In recent years, the industry and, specifically, the automobile industry, has realised the power of the Internet because it is an interactive medium, affording it a major role in corporate communication strategy by enabling it to contact millions of potential customers who spend more and more time online (Armstrong, 2001). This research sought to examine, based on a content analysis, the evolution of investment in the period in question and any potential changes in advertising. The results suggest that technology has evolved in such a remarkable way as to have conditioned advertising. Specifically, the total amount of investment of the automotive industry in advertising decreased by 61% from 2007 to 2018, while Internet advertising grew by 83% over the same period (Infoadex, 2019).