Smart Businesses advertise even during Recession, says Stellar Concepts and Design

Steuart Henderson Britt, a great business speaker and author, once remarked, “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.”

“Apparently, advertising and marketing are the integral part of a business without which the sustainability of a business remains doubtful. Generally, during recession, the first thing companies tend to do is cut down their advertising and marketing budget. However, the economists, security analysts, business analysts and academicians suggest continuing advertisements during recession too. Several studies show that advertising during a recession is actually doing smart business. These evidences root back to the great depression of 1920s when in 1927 advertising executive, Roland S. Vaile, studied the revenues of 200 companies before, during and after the 1923 recession and found that the companies that had advertised the most had the biggest sales increases throughout the period,” explained Anthony Giudice, Stellar Concepts and Design president and founder.

“Advertising and marketing should be taken as an investment and not as an expense; and when the economy is down, advertising becomes still more important. Cutting your advertising budget simply means increasing your competitor’s share of voice. Hence, developing a strategic marketing plan is always beneficial during recession. However, it is not advisable to lower the quality of advertisement by saving on creative and production cost as this is the time to establish quality and value.

Stellar Concepts and Design boasts of providing recession-proof affordable marketing plans for small to medium businesses that will provide a unique window of opportunities for investment purposes to build brand, equity, customer base and move ahead of competitors who have cut down their advertising budgets.” Giudice informed.
There are many success stories of businesses benefiting from increased advertising and marketing during recession. Pizza Hut, Coca-cola, Gillette, Nabisco, Pillsbury, Procter and Gamble, R.J. Reynolds, Rubbermaid, Levi Strauss, Stroh Brewery, United Airlines and Welsh Foods to quote few.