Dealing with the Downturn
Brad DeHart
Are you squeezing the most out of your marketing dollars – or just being squeezed?
For marketers, the dilemma of marketing during a downturn is obvious and widespread: They are being pushed harder than ever to produce greater results while also facing ongoing cuts to their marketing budgets. They are being asked to do more with the same or even fewer marketing dollars.
According to a recent ANA member company survey about marketing plans and expectations, more than two-thirds of marketers say they are under pressure to reduce spending. Most marketers are cutting costs...