Advertising in a downturn

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Emily
London
There is so much accumulated evidence demonstrating the necessity of continuing marketing activities in a downturn that any advertiser ignoring this has to be prepared to see their brand suffer in the long term.

Mr Alan
UK
If you halt all advertising and marketing, how are your consumers to know you still offer products they may want and need? In fact not maintaining marketing and advertising through tougher economic periods could be a very poor strategic decision

Tim Irwin

All of the major surveys on the impact of spending or not spending in a downturn demonstrate that fortune favours the brave. The real challenge for Marketeers is to presuade their CEO\'s and FD\'s of the business benefit.

Paul Capleton

Absolutely right,in these turbulent times there is an opportunity to communicate messages which focus on real value, it\'s about communicating confidence and security, even heritage. There have been tough times before and will be again, brands that foster confidence (not arrogance) will be well placed



	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