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 spending is slowing, many companies are announcing reduced profits and surveys of consumer confidence have shown declines since November 2007.


In fact, the only thing rising is media mentions of the word “recession” as tracked by The Economist’sR-word Index. And...

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