Tough times

Simon Broadbent

Discusses how advertisers should adjust their spending in a recession. Other papers on the subject are arranged in order of increasing persuasiveness/usefulness, the main criterion for this being relevance to one's own case, with enough informational detail to judge this.

Tough times

Simon Broadbent, The Brand Consultancy, discusses how advertisers should adjust their spending in a recession

Simon Broadbent

I have read many, many papers of advice given to advertisers on how to cope in tough times. As I read, my usual reaction is scepticism – at various levels. I suspect that some advertisers feel the same. So, this is a Devil's Advocate approach, intended to help the industry by seeing how our defence can be improved. I have put the papers into six groups, of increasing persuasiveness or usefulness. At the end of the article I offer a suggestion...

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