Study: Sustained advertising in a soft economy leads to positive perceptions

Posted on May 25th, 2009 by Marc Micheli | Filed under: Marketing News, Marketing in a Recession

A new study by Ad-ology shows that a vast majority of consumers view companies that sustained advertising through the recession as “being competitive or committed to doing business.” On the other hand, a given brand’s reduced advertising during a recession negatively impacts consumer perception.

This article makes it clear how, during a soft economy, buyers perceive an obvious pullback of advertising as a warning that a particular brand is probably in trouble, which, in turn, negatively affects the buying decision. A summary of the study’s findings can be found on the research firm’s blog, and the study itself can be purchased through the firm’s Web site.

As the economy shows some mixed signs of stabilization, make sure your company is not being viewed as having pulled your advertising. It is essential for a brand to remain visible throughout a soft economic period.

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