Advertising during recessions: When times are good, must be advertised. When times are bad, It is obliged to advertise

And upon us. The recession is catching worldwide, but it seems that in Spain comes harder. Many companies have already started to reduce their investments in marketing to save resources and maintain profit margins. Managers know that's not the best solution, but they think "What else can I do”. It is not easy to maintain the level of investment when your billing will be reduced in the coming months.

In the known "study of U.S. recessions”, McGraw-Hill Research analizó 600 companies between 1980 and 1985. The results of companies that maintained or increased their ad spending during the crisis 1981 and 1982 got highest growth in sales, both during the recession and in the 3 following years than those other companies deleted or reduced their investments. In 1985, the companies more aggressive in increasing investments achieved a 256% increase over that they did. In addition, a series of six studies conducted by the research institute Meldrum & Fewsmith (below) It demonstrated conclusively that increasing the advertising budget during recessions not only increases sales, also it increases profits.

Despite this evidence, many advertisers still think "I agree, but I can not afford the costs advertise on TV at this time”.

At this point, it's time to change habits and delete "TV advertising High Cost ", to discover that TVLowCost TV advertising is not only more affordable, but it is also more efficient, and also it requires much lower budgets than those of traditional agencies.

Recessions represent an excellent opportunity to adopt a "Low Cost Attitude"TV advertising.

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About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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