Recession Marketing Success Requires Boldness
Wednesday, April 22nd, 2009
Over the years hundreds of studies have been conducted to prove companies should maintain advertising during a recession.
In the 1920’s advertising executive Roland S. Vaile tracked 200 companies through the recession of 1923. He reported in the April 1927 issue of the Harvard Business Review that the biggest sales increases throughout the period were rung up by companies that advertised the most.
After World War II, Buchen Advertising, Inc. decided to plot the sales of a large number of advertisers through successive recessions. In 1947, it began measuring the annual advertising expenditures of each company. When they correlated the figures with sales and profit trends before, during and after the recessions of 1949, 1954, 1958 and 1961, they found that almost without exception sales and profits dropped off at companies that cut back on advertising.
Category Advertising, Economy, Marketing | Tags: Tags: Advertising, Business, Companies, Down, Economy, Marketing, Recession, Sales, Strategy,