A Numbers Game
In the 1980’s, McGraw-Hill Research analyzed 600 B2B companies and found that those who maintained or increased advertising grew significantly… both during the recession and the following THREE years. In fact, by 1985, sales of companies that advertised aggressively had grown 275% over those that didn’t.
40 - 50 - 60
Buchen Advertising tracked advertising dollars vs. sales trends for the recessions of 1949, 1954, 1958 and 1961. They found that sales and profits dropped at companies that cut back on advertising and, that after the recession had ended, those same companies lagged behind the ones that maintained their ad budgets.
+ 20 or - 7
Roland S. Vaile tracked 200 companies through the recession of 1923. He reported in the April 1927 issue of the Harvard Business Review that companies who continued to advertise during the downturn were 20% ahead of where they had been before the recession, while companies that reduced advertising were still in the recession, 7% below their 1920 levels.