Factor;"Incentives to increase advertising budget";"Incentives to reduce advertising budget"
"Consumer behavior";"Consumers become more receptive to advertising during crises, seeking certainty";"The effectiveness of advertising is disputable in case of goods that are not demanded during the crisis"
"Costs and revenue";"Long-run benefits from advertising";"Cutting marketing expenditures as a cost-saving measure"
Competition;"Increased competition on a market requires more aggressive marketing";"Proactive marketing tools are less needed on weakly competitive markets"