When a business continues to advertise, throughout tough times, consumers see this as a sign of commitment to doing business.

And your competition most likely will cut back advertising.

It is critical to advertise in the current economic climate, to maintain long-term positive consumer perception of your brand.

Research shows companies that advertise during a recession reap the rewards long after the recession is over.

Slowing down or eliminating your advertising efforts may seem like it’s saving you money now but it will cost you more in the long run.

In a  study of U.S. recessions from 1980-1985. Out of the 600 business-to-business companies analyzed, the ones who continued to advertise during the 1981-1982 recession hit a 256-percent growth by 1985 over their competitors that eliminated or decreased spending.

American Business Press analyzed 143 companies during the economic downturn back in 1974 and 1975. Companies that advertised in those years saw the highest growth in sales and net income during the recession and the two years that followed.

It’s important to advertise during down economic times, to maintain a positive consumer perception of your brand.

Research shows companies that advertise during a recession reap the rewards long after the recession is over.

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