ARE WE IN A RECESSION?
THE GOOD NEWS IS: WE HAVE BEEN THROUGH THIS BEFORE!
ACCORDING TO: ABP / MELDRUM & FEWSMITH STUDY
“Sales and profits can be maintained and increased in recession years, and in the years immediately following by those who are willing to maintain an aggressive marketing posture while others adopt the philosophy of cutting back.”
ACCORDING TO: ABP / MELDRUM & FEWSMITH STUDY
“…Companies that did not cut advertising expenditures during the 1974-75 recession experienced higher sales and net income (during those two years and the two years following) than those companies that cut in either or both recession years."
ACCORDING TO: McGRAW-HILL :
“Firms that maintained or increased their advertising expenditures during the 1981-82 recession averaged significantly higher sales growth both, during the recession and for the following three years than those which eliminated or decreased
advertising."
THE MARKETSENSE : compared 101 household name brands that increased advertising during the recessionary period 1989-1991.
Kraft Salad Dressing Up 70%
Jif Up 57%
Pizza Hut Up 61%
Taco Bell Up 28%
Coors Lite Up 16%
Bud Light Up 15%
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