Greetings!
Why does advertising in a recession matter? The rationale that a brand can cut back on advertising during a recession "because everyone else is cutting back" is deceptive. Top executives should cash in on the opportunity that the other companies are creating for them to gain market position.
- Businesses that maintained or increased their advertising spend during a recession averaged high sales growth during the following three years
- Within four years, the businesses that maintained or increased their advertising spend during a recession experienced a 256% growth in sales over those that had cut back on advertising
- A decade later, an additional study found that aggressive recession advertisers increased market share 2.5 times the average for all businesses during the post-recession
Sources:
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Consumer Trends |
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- Today, almost 75% of U.S. adults are online.(1)
- Consumers are online about 14 hours per week, representing 41% of the total time they interact with media. (2)
- 93% of online users now use the Internet as an information source when shopping locally for products and services.(4)
- 89% of consumers making major in-store purchases have conducted online research prior to purchase.(5)
- 10.5 billion searches (US) in January 2009.(6)
1 - Pew Internet & American Life Project Surveys, 1995-2006.
2 - "US Entertainment and Media Consumer Survey Report 2007"
3 - JupiterResearch, April 2007
4 - The Kelsey Group's User View, February 2007
5 - BIGresearch, January 2007
6 - comScore |
