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Recession Equals Marketing Opportunity


McGraw Hill Research’s Laboratory of Advertising Performance (LAP) analyzed the performance of 600 companies before and after the 1980-81 recession.  The results proved interesting.

Those companies that maintained or increased their advertising during a recession saw a 275% increase in sales growth during and for the three years following the recession. Companies that had cut back or stopped advertising experienced only a 19% increase.

Additional findings highlighting the value of advertising during hard financial times can be found in American Business Media’s 2010 The Importance and Value of B2B Advertising During Times of Economic Uncertainty.  (PPT)

About the survey:  McGraw-Hill Research, Laboratory of Advertising Performance Report 5262, New York: McGraw-Hill, 1986.