Rumble in The Brand Jungle
Paul RichardsBrandhouse WTSIn an economic downturn a business's costcutting often initially focuses on the marketing budget. Moving it, or part of it, straight to the bottom line creates immediate balancesheet savings and a healthierlooking bottom righthandcorner figure. Faced with lower budgets, marketing directors frequently look for lowercost routes to market, and channels through which their spend can be clearly justified in terms of ROI, through response rates, shortterm sales increases or growth in rate of sale. During such periods, with reduced demand, traditional broadcastmedia owners drop their rates to retain share of...