Adspend in a recession
US optimism contains some practical lessons
Dr Simon Broadbent
Long-term US series data, voiced in a recent AAA document, says it pays to advertise when things look bad. For the critical, there are some flaws in the arguments, but also six heartening lessons.
How should American advertisers cope with the recession? Advice comes from the American Association of Advertising Agencies.* There are three main sections: two have direct application in the UK.
HOW SERIOUS A PROBLEM?
The first section collects economic data on previous recessions, the purpose being to emphasise that manufacturers should...