RAB: Winners Advertise During Recession
April 15, 2008 at 10:56 AM (PT)
In a presentation at the NAB SHOW TUESDAY morning, the RAB's JOHN POTTER and MIKE MAHONE told radio managers to stress to advertisers that they should increase rather than cut back ads during a recession. Citing several examples dating back to the Depression, MAHONE and POTTER said that companies that cut back in difficult economies tend to lag behind competitors who maintain or increase advertising.
"This is not a time to pull back in," POTTER advised, noting that similar advice is appearing in trade publications. JC PENNEY and GENERAL MILLS were noted as major advertisers who are increasing their ad spending in the face of the current economic downturn.