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Why You Shouldn’t Cut Advertising in a Bad Economy
by IADTSchools on Jun 16, 2011
While it may go against your intuition, statistics show that the most important time to spend dollars on advertising is when you probably have the least amount of money to spend. Consider the following:
- In the 1974-75 recession, the American Business Press surveyed nearly 150 businesses of varying sizes and found that those who continued to advertise had the biggest net growth.
- For the last 100 years, the average recession has only lasted 11 months.1
- During the 1981-82 recession, McGraw-Hill's research showed that companies that cut advertising saw their sales grow 19% after the economy got back to normal. They also found that companies that maintained their advertising budget during the recession saw their sales jump 275% after the recession.1
- As a contrast, the Strategic Planning Institute did research in 2002 that showed that during an economic expansion, businesses did not significantly grow, even though 80%...Read More >>
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Forgotten Design Lessons: Clear, Simple Advertising Solutions
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Think about a time you were at a large airport (like O'Hare in Chicago) and had to navigate the long halls and masses of people to the baggage claim, or were in a restaurant and had to find the bathroom. Perhaps you were in a hotel and wanted to find your room or the hotel restaurant. How did you find it? Did you actually find it without having to ask? If so, it was more than likely a basic sign with stick figures or neon letters leading your way. Not only to those directionals work well, but they teach a huge lesson in design communication: simple gets the message across better.
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