1、2023Seven secrets to advertising success during a downturnSeven secrets to advertising success during a downturn2Standing up to the pressurePeople all around the world are worried.The aftermath of thepandemic,the ongoing increase in the cost of living,the ramifications of war,the toll of climate cha

2、nge on the planet.There is no doubt that people all over the world are going through tough times.Meanwhile,consumers are challenged by decreasing purchasing power and are cautious with their budgets.Companies are also under pressure with their marketing spend and facing the challenge of maintaining

3、visibility and brand power despite shrinking budgets.Marketing spend:to cut or not to cut?Advertisers have different strategies for coping with challenging economic circumstances.Some brands are slashing budgets,while others are planning increases to battle the recession.Kantar analysis1 shows that

4、a drastic cut in the advertising budget is never the solution.Since the 2008 economic crisis,savvy marketers have learned a thing or two.Experts advise that you should maintain your marketing investment,if possible.Choose your advertisingstrategy carefully.This is sound advice,but it doesnt account

5、for every situation.If your category is slowing down and demand is fading for a product group,growing market share might not necessarily equal profitability.You must therefore be fully aware of whats happening in the market,in your category,and most importantly,be attuned to the new set of circumsta

6、nces for consumers so you can make the right decisions about your advertising.The art of prioritising spend.Consumers are very familiar with prioritising.Each person or family,finds their own optimal financial trade-offs;they save money in one area to spend more in others.As prices rise,this give an