Does your business view advertising as an expense or an investment?
Businesses that advertise during a soft economy tend to stress quality and value, as well as new ideas. This is primarily driven by the fact that commercials and advertising in general need to reflect the current consumer mentality, regardless of the status of current means. Advertising during a recession provides a unique window of investment opportunity for small businesses:
1) Solidify your customer base;
2) Gain new customers; and
3) Make inroads on your competitors who have cut their advertising during the recession period. This window of opportunity is created by the understanding that advertising is an investment, not an expense.
* Information Excerpted from NW Ayer Inc.'s report: Advertising During a Recession: Key Issues Victoria Horstmann