Why it matters
Capital expenditure faces pressure as the impact of COVID-19 intensifies, meaning that adspend will inevitably receive heightened scrutiny. Understanding the impacts of cutting spend can help marketers protect budgets and plan for the future.
Takeaways
- If it is not possible to continue advertising as normal, understanding where, when and how long a brand can “go dark” offers an indication of likely performance over time.
- Planning for multiple scenarios, and demonstrating the likely drop offs in market share that result from cutbacks of different sizes, will be an important exercise.
- Speaking the language of the C-suite, rather than...