Cutting adspend in a recession delays recovery

This paper points to six studies, dating as far back as the 1920s, showing that brands with sustained advertising expenditure through recessions have a competitive advantage by stealing share of voice from brands which reduce their budgets.

Cutting adspend in a recession delays recovery

Paul Dyson Data2Decisions

 

We are heading for a recession - at least that is what we are told - and several indicators suggest the UK is at least in an economic slowdown. House prices are falling, consumer...

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