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BRANDWEEK: Gambling on Growth- Andrew McMains

The conventional wisdom in marketing circles is that during a recession, the best thing you can do for your brand is to increase your advertising spend. So who has actually done that?

According to major media spending data from The Nielsen Co., marketers in categories such as fast food, telecom, insurance, lending and cable/satellite TV spent more on advertising in the first eight months of 2009 then they did in the same period in 2008. This is due, in part, to the seizing of opportunities created by the recession, including cheaper ad rates and consumers hungry for bargains, said marketers and media buyers.

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