Black Friday Sale

In a Tough Economy

Companies That Advertise ?WIN

Advertising aggressively in a recession can not only boost sales and market share, it can also open a lead on the more timid competition. It can skillfully reposition a product to take advantage of new purchasing concerns, give the image of corporate stability within a chaotic business environment, and give an advertiser the chance to dominate the advertising media.

When times are good, you should advertise.
When times are bad, you MUST advertise."

The Value of Advertising - (Article by The American Business Media - July 29, 2008) 

Reports and studies reveal time and time again that consistent, aggressive advertising wins the race. When the economy constricts or even when the news says that the economy may take a negative turn everyone pulls those purse strings tight. It is the knee jerk reaction. Automatic reactions are normal for a moment, but then it is best to think about what is best for the company.

The company that is putting their message out there builds brand and the perception that the company is powerful because they have the resources to advertise when others do not. They are the perceived leaders.

According to American Business Media advertising reinforces the power of branding and provides a show of stability:
The Value of Advertising During an Economic Downturn. History has proven companies that maintain or increase their advertising investments in periods of economic downturns increase their sales and share of market, both during and after the downturn.

Here are the facts:

·                     Maintaining or increasing advertising budget levels during economic downturns may be necessary in terms of protecting market position vis-a -vis forward looking competitors. ¹

·                     If a company fails to maintain its "Share of Mind" during an economic downturn, current and future sales are jeopardized. Maintaining "Share of Mind" costs much less than rebuilding it later on. ²

·                     If during an economic downturn you maintain a strong advertising presence while your competitor cuts his budget, you will automatically increase your "Share of Mind." ³

·                     Advertising through both boom and down times sustains the necessary brand recognition. ⁴

·                     Maintaining a company's advertising during an economic downturn will give the image of corporate stability within a chaotic business environment, and give the advertiser the chance to dominate the advertising media. ⁵

·                     Economic downturns reward the aggressive advertiser and penalize the timid one. ⁶

·                     During an economic downturn, a strong advertising/marketing effort enables a firm to solidify its customer base, take business away from less aggressive competitors, and position itself for future growth during the recovery. ⁷

·                     When times are good, you should advertise; when times are bad, you must advertise. ⁸

·                     Advertising in an economic downturn should be regarded not as a drain on profits, but as a contributor to profits. ⁹

Call Ellen at 973-401-0202 x206 today to advertise in the The NonProfit Times.