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Tariff confusion is making it harder for companies to advertise in the US
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The Canadian government has placed the anti-tariff billboards in numerous American cities in what they have described as an “educational campaign” to inform Americans of the economic impacts of tariffs.
PHOTO: AFP
Tiffany Hsu
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Persuading people to spend money in a time of unpredictable tariffs is proving to be a complicated calculation for the US$380 billion (S$498 billion) American advertising industry.
Should a retailer commit to holiday television commercials for toys manufactured by newly vulnerable trading partners? How do social media companies account for the potential disappearance of Chinese companies that have spent billions of dollars promoting their wares? How does an automaker pitch vehicles that may cost consumers thousands of dollars more than they did a year ago?
