Why Advertise?

A 1979 study covering 1974/1975 and its post-recession years found that "Companies which did not cut back marketing expenditures experienced higher sales and net income during those two years and the two years following than those companies which cut in either or both recession years.

A 2001 study found that aggressive recession advertisers increased market share 2 1/2 times the average for all businesses in the post-recession economy.

Advertisers should use this time to widen the gap between themselves and their competitors by grabbing market share through staying in the market with a continued investment in advertising.

Here's what advertisers who have learned the importance of continued advertising had to say:

• "...don't find yourself wishing you had bought an ad six months from now, when it's too late..."


• "...those who don't continue to advertise, usually don't make it..."


• "...my print ads came through for me when nothing else was working..."