Advertising in Recession Leads to Competitive Advantage
Economic anxiety and a lack of insight have prompted some online retailers to slash their advertising budgets. However, when fewer of your competitors are investing in advertising, you can step up and command a market, improving sales now and in the long term.
In a notable study that is still taught in MBA schools, McGraw-Hill and the American Business Press analyzed the advertising habits of 600 companies during the 1981-to-1982 recession and the subsequent three years. The study found that by 1985 sales for companies that aggressively advertised during the recession had risen 256 percent over their ad-cutting competitors and peers. The more aggressive companies had dominated the market, captured more customers, and retained those cust…
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Advertising in Recession Leads to Competitive Advantage
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