Tuesday, February 17, 2009

Advertise in a Recession!

That's my motto for the day. Companies need to continue advertising, even in--especially in--a recession!

At today's Ad Club luncheon, we heard from a panel of experts. Among them, Mei Mei Chan, VP of Advertising at Seattle Times. She emphasized that those brands that advertise in a recession are the ones that will be more successful when the economy rebounds.

Ms. Chan also said that for those who in the past pulled their advertising during a recession, it's been shown to take 60% more time and money to get back to their position--in the hearts and minds of consumers--before the recession hit.

Interesting take. I think that there are two very basic reasons to keep your advertising intact:

1) Fewer people are doing it, so your ad shines more brightly.
2) Media are lowering their rates and are becoming even more creative with packages and other value-adds.

So what are you waiting for?

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.