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...