Advertise or Die
C. Lee Smith, president and CEO of Ad-ology Research, says "It is critical to advertise in the current economic climate, to maintain long-term positive consumer perception of your brand... advertising... assures consumers of a business' reliability... "
Other key findings include:
- 40% of consumers use coupons more now than a year ago
- Most consumers are as willing or more willing to pay more for ‘healthy' or ‘organic' products than they were a year ago
- A ‘deeply discounted price' was the number-one factor that would make consumers more likely to purchase a big-ticket item (+$1,000)
- TV, newspaper, direct mail, and Internet top local media from which consumers saw/heard an ad within the last 30 days that led them to take action
- Store Web sites ranked second only to search engines as the way consumers research products and shop online
For more information about the availability of the report, with charts, please visit here.
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JACK LOECHNER
Center for Media Research
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That continued advertising should be reinforcing the brand as well. I'm seeing far to many "Closeouts Sales" being advertised This method points to what the article stated, that being public perception (Close) of struggling NOT huge deals. Deeply discounted is one thing, Close outs almost always leaves a negative top of mind especially during these stressful & uncertain retail times.
After the recession ends, the brands that will advertise during the recession will stay in high positioning inside the consumers minds.
It's an opportunity if you want to "steal" market share from your competitor to start advertising during the recession.
The clutter is less, the recall of your advertisement is higher, the positioning of your brand will lift.