A Thought About Cutting Back on Marketing - Don't do it! Just change the way you do it!

A friend of mine emailed me this quote. By applying marketing on demand solutions to this mind-set, you should be able to better manage advertising costs.

“To put it simply, the literature and experience [we] reviewed tell us that reducing expenditures for advertising during a recession can be an expensive mistake. One study after another, of recession after recession, shows that those who reduce spending usually lose market share and sales. Furthermore, they then take longer to recuperate than those who maintained their levels of spending. The bottom line? The advertiser who does not cut back can move ahead during the recession and afterward, capture share from those who, hesitant and unsure, do cut back.”

O. Burtch Drake – President/CEO American Associate of Advertising Agencies