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The Truth About Marketing in a Recession

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in Business Management

Whenever there is a recession, all the ad magazines run articles extolling to their readers the importance of continuing to advertise in a recession.

Since these articles are usually contributed by ad agency owners and marketing consultants, one could make an argument that they are self-serving.

After all, the marketing consultants and ad agencies make money only when companies buy their marketing and advertising services.

Do they REALLY believe that spending money on marketing in a recession is smart business?

Or are they pushing clients to keep spending so the consultancies and ad agencies won’t starve?

During a recession, when money is tight, should companies ramp up their marketing activities and spending … keep them steady … cut back … or stop altogether?

What say you?

{ 2 comments… read them below or add one }

Kristie Lorette September 17, 2009 at 9:31 pm

Consistency is the key to marketing–whether in good times or in bad. You have to stay front of mind with prospective clients so when the good times roll back around, they’ll think of your business when they have money to spend.


Sean September 17, 2009 at 5:46 pm

If the net you used to cast caught 10 fish, and of those 10 fish, 7 were edible…but now only 2-3 are edible…

Doesn’t it make sense to either cast MORE nets or a bigger net?


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