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About
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Recession Equals Opportunity
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McGraw Hill Research’s Laboratory of Advertising Performance (LAP) analyzed the performance of 600+ companies before and after the 1980-81 recession. The results?
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 “The Importance and Value of B2B Advertising During Times of Economic Uncertainty.”
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About the survey: McGraw-Hill Research. Laboratory of Advertising Performance Report 5262 New York: McGraw-Hill, 1986.
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