Advertising in a downturn

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Peter Graves
Manchester
Just had this to sent to me that also sums it rather well - all in the wake of Marks and Spencer cutting 20pc off next years budget...! http://www.xtremeinformation.com/resources/recession/1991ad.wmv

Chris Anson

Attn all marketeers: When times are good, advertise you should. When boom spells bust, advertise you must.

Steve Abbott
London
Bringing this right up to date, research conducted in October 2008 shows no downturn in the publics intention to respond to direct marketing compared with September. Maybe it just means that people feel they need more information to make a buying decision. If companies don\'t inform they don\'t sell.

James Jennings

It would really help if businesses were tasked on medium term objectives, rather than short term ones. Cutting adspend is such an easy quick win. Ironically I\'ve seen research that show Marketing Directors are quicker to think budgets should be cut than Financial Directors.



	The De Beers "Shadows" campaign, which ran at a time of recession, is estimated to have increased sales by an annual average of 8% over three years. What's more, De Beers profits recovered by 21% in 1993 compared to the previous year. Renault launched the Clio in 1991, the same year that new car sales in the UK declined by 21%. With advertising awareness of the "Papa and Nicole" campaign peaking at 56%, the Clio delivered increased profit through premium price positioning. In the 1930s depression, Kellogg's maintained its marketing spend while Post did not. Kellogg then dominated the dry cereal market for the next half-century. Source: FT desk research