Are you a aggressive recession advertiser?

Posted by Angie VanDaele in advertising

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In a study of 600 businesses, McGraw Hill Research found businesses that maintained or increased their advertising expenditures during the 1981-1982 recession, averaged higher sales growth during the recession and in the three years following. By 1985, sales of aggressive recession advertisers (those that either maintain or increased spending) had risen 256% over those that cut-back on advertising. Likewise, in 2001, another study found aggressive recession advertisers increased market share 2 1/2 times the average for all businesses in the post-recession economy.

In 2002, the Strategic Planning Institute illustrated, in contrast, during economic expansion, because 80% of businesses increased their advertising spending, there was no improvement in market share. The reason? Because everyone had increased spending. Now is the time to increase advertising, not cut it back.