Why You Should Continue Advertising in a Down Economy

This entry was posted February 9th, 2009 and has no nomments.

I wrote this post for my agency’s blog and wanted to include it here as well.

It’s not news that the United States economy, as well as the global economy, is in serious turmoil. The US government is pondering the largest bailout in history and the unemployment rate continues to climb. In such an unsure and volatile time, does it make sense for your company to cutback or stop advertising to decrease your expenses?

Initially, this may seem like the best course of action. However, history has shown that companies can receive great value by advertising and continuing to innovate during a down economy.

Here are a few reasons why:

Fewer advertisers mean better rates
At Media Works we have seen this firsthand. When other advertisers stop or reduce their spending, it opens up inventory and reduces rates. This allows clients to get even more value for their advertising dollar.

Instead of the typical yearly increase in media costs, we have seen at least a 10-15% drop in ad rates. For certain forms of media, the reductions are even larger. Our clients’ ad dollars are going farther, giving them increased exposure for the same spend. This savings on current media buys also allows companies to invest in testing new media or technologies.

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