Not a recession!
In the last few weeks I have heard of several ad programs being cut back or put on hold because of concerns that a recession is coming. During the 2002 ad recession I wrote and distributed this letter with great effect. It shows how advertisers who maintain exposure during the slow times move ahead of competitors who don't and gives a great example of a product that benefited from this exposure, Kellogg's Corn flakes. Here is the introductory copy:
Should You Advertise During a Recession?
Consider this ad from 1935 and how it affects buying today.
Advertising dollars spent during slow times are the best investment a company can make.
In 1929, rival cereal makers Kellogg’s and Post were in a close race to win the breakfast cereal market. When the Great Depression started, Kellogg’s maintained their advertising spending while rival Post cut back.
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Download and print out the memo. Show them the old Kellogg's ad that ran at the height of the American Depression and remind them that it was during The Depression, when Post cereals cut their ad budget and Kellogg's did not, that Kellogg's became the category leader.
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Wow. This is a wild study. Kind of makes you think twice about click through metrics.
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