Keating Magee

Marketing in a Recession

With the official announcement that the US has been in a recession for the past 12 months, many marketers are cutting or stopping their spending out of anticipation of reduced consumer expenditures. However, a recession presents an opportunity for incisive marketers to increase their market share through maintaining or increasing their marketing investment. As most marketers reduce spending, marketers who maintain or increase their spending are easily able to increase their share of voice, especially as media prices become more negotiable. In any economy, aggressive marketing can generate sales through upselling current customers and creating new prospects. In a recession, continued marketing increases consumer confidence and gives marketers the opportunity to dominate media. ¹

¹ “Advertising Progression Through a Recession.” Carat Insight. 7.29.08. and “Accelerate Your Advertising and PR: Surviving the Recession.” Chuck McKay. www.allbusiness.com. 8.21.08

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