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When Times Get Tough... or When to Really Advertise


The Pundits say the economy is slowly, but surely, recovering. Maybe not at the rate of the mid-90s stock boom, but recovering nonetheless.

It must be true, because ad agencies are running Help Wanted ads. So, ad budgets are getting bigger. Tsk tsk. They have been missing out. Actually, for maverick thinkers like you, that should be good news.

When the Pundits say, "Times are getting tougher," usually the first thing to get axed in business are ad and marketing budgets. This makes nearly no sense. But, to your competition, you should say, "Tighten that belt another couple of notches!"

Because that's when you go for the kill.

So-called "tough economic times" should be a boon to your marketing. It's then that your competition will pull back their advertising efforts. And you should increase yours. Your competition is purposely weakening its position. It is the perfect time to fortify yours.

Since most others are cutting back on their ad spending, media becomes more negotiable, if not altogether cheaper. Your messaging can become more visible with less clutter.

Your message also needn't be more hard-sell in this type of environment. Traditional notion dictates hard sell is the way to go. But proper strategy, creatively executed, will nearly always win over a hard sell approach. Creative ads always get noticed, and often garner free publicity.

Of course, you don't want to confuse "Bad Taste" with "Creative." If you have the proper strategy, that shouldn't be much of a concern. If you are presented ad concepts that bother you on a deeper level (more than the placement and size of your logo or other such trifles), maybe it's time to address the strategy as much as the concepts.

The big payoff really comes when bad economic times rebound into good. When people have more money to spend, your business will have a higher, better mind share than the folks who chose not to advertise. Higher mind share leads to higher market share when the public starts buying again.

There's the story of a brand of peanut butter that, due to government-mandated conversion of its factory for the effort during World War II, was not even commercially available. Yet, the brand was consistently advertised. When the war was over, guess which brand had higher market share?

And it's in this atmosphere of free spending that market share is hardest to hold onto. More dollars to throw around, more choices, the market gets diluted. Why not go into that phase the leader, or the biggest gainer?

So, when your competition rolls back their ad spending, pump yours up. You stand only to benefit from the less-competitive atmosphere. Still a little unsure? Then set up a dollar cost averaging system for marketing. Spend the same amount every week, every month, every quarter. You might be surprised you get more results in "down turned" markets.

Marketing is everything. If it weren't, your company would only subsist on word of mouth and chance.~

Republishing part of or entire article, in all forms, is welcomed, as long as author bio info is printed and proper authorship credit is given. As a courtesy, please send author a complimentary copy.

John is a freelance commercial writer based in Omaha, Nebraska. He publishes a free monthly e-zine focusing on branding, advertising, and marketing from his web site http://www.brandedbetter.com. Speaking with both agency and in- house experience, he knows the most valuable asset of a business is its brand.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. July / 14 / 2020

CommerceIQ Launches Industry’s First Advertising Managed Service Enabling Consumer Brands - MarTech Series
CommerceIQ Launches Industry’s First Advertising Managed Service Enabling Consumer Brands  MarTech Series

Black advertising employees report 'unsafe' work environments, survey reveals - Agencies - MM&M - Medical Marketing and Media
Black advertising employees report 'unsafe' work environments, survey reveals - Agencies - MM&M  Medical Marketing and Media

AcuityAds Provides Update on Advertising Automation Platform Development - PRNewswire
AcuityAds Provides Update on Advertising Automation Platform Development  PRNewswire

Biden is advertising in Texas. That’s ominous for Trump. - The Washington Post
Biden is advertising in Texas. That’s ominous for Trump.  The Washington Post

Zimmerman Advertising CEO Is Stepping Down After Nearly 6 Years - Adweek
Zimmerman Advertising CEO Is Stepping Down After Nearly 6 Years  Adweek

App Annie Ascend Unlocks Mobile Advertising and Monetization - PRNewswire
App Annie Ascend Unlocks Mobile Advertising and Monetization  PRNewswire

Amp spotlight: Straight talk on racism in advertising—and where to go from here - AdAge.com
Amp spotlight: Straight talk on racism in advertising—and where to go from here  AdAge.com

Weis Markets ups its digital advertising game - Supermarket News
Weis Markets ups its digital advertising game  Supermarket News

Kochava Fundamentally Changes Digital Advertising with a Unified Privacy-First Identity Solution - Odessa American
Kochava Fundamentally Changes Digital Advertising with a Unified Privacy-First Identity Solution  Odessa American

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

AdAdapted, Leading Add-to-List Mobile Advertising Platform, Secures Series A Funding - Food Dive
AdAdapted, Leading Add-to-List Mobile Advertising Platform, Secures Series A Funding  Food Dive

Alphabet's Non-Advertising Revenue Grows Fast - Seeking Alpha
Alphabet's Non-Advertising Revenue Grows Fast  Seeking Alpha

National Advertising Division Issues Decision on “100% Natural,” Satiety, and Curbing Cravings Claims - JD Supra
National Advertising Division Issues Decision on “100% Natural,” Satiety, and Curbing Cravings Claims  JD Supra

BYU advertising student promotes racial equality in Utah - The Daily Universe - Universe.byu.edu
BYU advertising student promotes racial equality in Utah - The Daily Universe  Universe.byu.edu

Globo Named Anchor Partner Of Plug And Play's Media & Advertising Program - WFMZ Allentown
Globo Named Anchor Partner Of Plug And Play's Media & Advertising Program  WFMZ Allentown

Ninth Circuit Finds No Coverage Under Advertising Liability Policy for Walmart’s Floor Display of Goods and Services Supplied by Insured Apparel Vendor - JD Supra
Ninth Circuit Finds No Coverage Under Advertising Liability Policy for Walmart’s Floor Display of Goods and Services Supplied by Insured Apparel Vendor  JD Supra

German court rules Tesla's 'Autopilot' is false advertising - Tech Xplore
German court rules Tesla's 'Autopilot' is false advertising  Tech Xplore

Tribune, business partners earn state advertising awards | Business - Walton Tribune
Tribune, business partners earn state advertising awards | Business  Walton Tribune

Lamar Advertising signs deal with Allegiant Stadium - Las Vegas Review-Journal
Lamar Advertising signs deal with Allegiant Stadium  Las Vegas Review-Journal

Google promises Fitbit data won’t be used for advertising - SlashGear
Google promises Fitbit data won’t be used for advertising  SlashGear

Mediaocean buys 4C Insights to form TV advertising giant - FierceVideo
Mediaocean buys 4C Insights to form TV advertising giant  FierceVideo

Taxing Digital Advertising Is a Bad Idea...So Is Taxing Traditional Advertising - RealClearMarkets
Taxing Digital Advertising Is a Bad Idea...So Is Taxing Traditional Advertising  RealClearMarkets

DealerSocket's DealerFire, Stream Companies partner to boost store advertising - Auto Remarketing
DealerSocket's DealerFire, Stream Companies partner to boost store advertising  Auto Remarketing

How Facebook keeps its biggest advertisers happy - Los Angeles Times
How Facebook keeps its biggest advertisers happy  Los Angeles Times

eMarketer Podcast: Digital Advertising Headwinds, Valuing Customer Data and What Comes After Coronavirus Ads? - eMarketer
eMarketer Podcast: Digital Advertising Headwinds, Valuing Customer Data and What Comes After Coronavirus Ads?  eMarketer

New president at American Advertising Federation Pittsburgh - Pittsburgh Business Times
New president at American Advertising Federation Pittsburgh  Pittsburgh Business Times

Is this advertising's best ever optical illusion? - Creative Bloq
Is this advertising's best ever optical illusion?  Creative Bloq

Three consumer trends impacting advertising in the reopening - MobileMarketing Magazine
Three consumer trends impacting advertising in the reopening  MobileMarketing Magazine

Apple disrupts digital advertising—again - AdAge.com
Apple disrupts digital advertising—again  AdAge.com

Provincetown strategically advertising to visitors during pandemic - News - Wicked Local Wellfleet
Provincetown strategically advertising to visitors during pandemic - News  Wicked Local Wellfleet

‘It’s just one big family’: VCU grads, students bring virtual ‘summer camp’ to life for advertising students - 8News
‘It’s just one big family’: VCU grads, students bring virtual ‘summer camp’ to life for advertising students  8News

The 2021 Ford Bronco Blitz Begins Tonight—Without Social Media Advertising - The Drive
The 2021 Ford Bronco Blitz Begins Tonight—Without Social Media Advertising  The Drive

P&G advertising morphs into movie making - Cincinnati Business Courier
P&G advertising morphs into movie making  Cincinnati Business Courier

Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns - The New York Times
Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns  The New York Times

Social media advertising and gambling - how to prove draws and competitions are legal - Lexology
Social media advertising and gambling - how to prove draws and competitions are legal  Lexology

Benefits Of Corporate Video Production In Advertising - eTurboNews | Trends | Travel News
Benefits Of Corporate Video Production In Advertising  eTurboNews | Trends | Travel News

PepsiCo will return to social media advertising when they better manage hate speech: CFO - Yahoo Finance
PepsiCo will return to social media advertising when they better manage hate speech: CFO  Yahoo Finance

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

J.P. Morgan updates outdoor advertising firm estimates - Seeking Alpha
J.P. Morgan updates outdoor advertising firm estimates  Seeking Alpha

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

How to achieve brand safety in digital advertising - SmartBrief
How to achieve brand safety in digital advertising  SmartBrief

Telco Digital Advertising Market Latest Trends, Share, Growth Industry Analysis and Forecast to 2027 - Apsters News
Telco Digital Advertising Market Latest Trends, Share, Growth Industry Analysis and Forecast to 2027  Apsters News

Black Lives Matter: what have advertising's biggest agencies promised? - The Drum
Black Lives Matter: what have advertising's biggest agencies promised?  The Drum

Outdoor Advertising Machine Market Size, Global Analytical Overview, Key Players, Regional Demand, Trends and Forecast To 2026 - Cole of Duty
Outdoor Advertising Machine Market Size, Global Analytical Overview, Key Players, Regional Demand, Trends and Forecast To 2026  Cole of Duty

Trends of Social Media Advertising Software Market Reviewed for 2020 with Industry Outlook to 2026 - Cole of Duty
Trends of Social Media Advertising Software Market Reviewed for 2020 with Industry Outlook to 2026  Cole of Duty

Blockchain in Media, Advertising, and Entertainment Market is Thriving Worldwide | IBM, Microsoft, SAP - Cole of Duty
Blockchain in Media, Advertising, and Entertainment Market is Thriving Worldwide | IBM, Microsoft, SAP  Cole of Duty

Global Digital Display Advertising Market to Witness Explosive Rise by 2027 - Cole of Duty
Global Digital Display Advertising Market to Witness Explosive Rise by 2027  Cole of Duty

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Insurance Advertising Market Competitive Landscape 2020 – 2027, COVID-19 Spread Analysis With Top Key Players – American Family Mutual, Hastings Insurance, The Progressive Corporation, Farmers Insurance Group, Allstate Corporation, etc. - Cole of Duty
Insurance Advertising Market Competitive Landscape 2020 – 2027, COVID-19 Spread Analysis With Top Key Players – American Family Mutual, Hastings Insurance, The Progressive Corporation, Farmers Insurance Group, Allstate Corporation, etc.  Cole of Duty

Facebook Audience Network, AppsFlyer launch in-app advertising measurement solution - ETBrandEquity.com
Facebook Audience Network, AppsFlyer launch in-app advertising measurement solution  ETBrandEquity.com

First Week of August 21st Options Trading For Lamar Advertising (LAMR) - Nasdaq
First Week of August 21st Options Trading For Lamar Advertising (LAMR)  Nasdaq

As games resume, sports media tries to rebound from advertising 'wasteland' - PitchBook News & Analysis
As games resume, sports media tries to rebound from advertising 'wasteland'  PitchBook News & Analysis

Ad Boycott of Facebook Keeps Growing - The New York Times
Ad Boycott of Facebook Keeps Growing  The New York Times

Hell's Creative Defeats IBM Watson AI in The Drum Advertising Awards - PR Web
Hell's Creative Defeats IBM Watson AI in The Drum Advertising Awards  PR Web

Peacock spent 70% more on advertising in build up to launch than Disney+ - Digital TV Europe
Peacock spent 70% more on advertising in build up to launch than Disney+  Digital TV Europe

The Future of Advertising: New content delivery models bring opportunities for advertisers - AdNews
The Future of Advertising: New content delivery models bring opportunities for advertisers  AdNews

Inflight Advertising Market Report Provide the Development Strategies Adopted by Key Industry Players to Understand Competitive Scenario of the Global Inflight Advertising Market - Cole of Duty
Inflight Advertising Market Report Provide the Development Strategies Adopted by Key Industry Players to Understand Competitive Scenario of the Global Inflight Advertising Market  Cole of Duty

Global Digital Video Advertising Market Growth Data Analysis 2020-2025 - Cole of Duty
Global Digital Video Advertising Market Growth Data Analysis 2020-2025  Cole of Duty

As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

Global Internet Advertising Market Forecast 2020-2026|• Facebook • Linkedin • Twitter • Soho • EBay • Alibaba - Cole of Duty
Global Internet Advertising Market Forecast 2020-2026|• Facebook • Linkedin • Twitter • Soho • EBay • Alibaba  Cole of Duty

Global Smart Advertising Market Data Statistics Analysis 2020-2025 - Cole of Duty
Global Smart Advertising Market Data Statistics Analysis 2020-2025  Cole of Duty

As Advertisers Leave Facebook, Disney Could Benefit - The Motley Fool
As Advertisers Leave Facebook, Disney Could Benefit  The Motley Fool

Global Interactive Advertising Market Expected to Reach Highest CAGR by 2025 : Grey Advertising, Wieden+Kennedy, Butler, Shine, Stern & Partners, Ogilvy & Mather - Cole of Duty
Global Interactive Advertising Market Expected to Reach Highest CAGR by 2025 : Grey Advertising, Wieden+Kennedy, Butler, Shine, Stern & Partners, Ogilvy & Mather  Cole of Duty

AdTech Roundup: Top Things in Advertising Technology - MarTech Series
AdTech Roundup: Top Things in Advertising Technology  MarTech Series

How to Approve Website Advertising with Google AdSense - Women Love Tech
How to Approve Website Advertising with Google AdSense  Women Love Tech

Why can't the best brand advertising be audio advertising? - The Drum
Why can't the best brand advertising be audio advertising?  The Drum

The CEO of a major advertising trade group says the Facebook boycott is a turning point - CNBC
The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

TV broadcasters see resurgence in advertisements, discounts and bonuses in process of being phased out - Economic Times
TV broadcasters see resurgence in advertisements, discounts and bonuses in process of being phased out  Economic Times

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

Bill Belichick is doing his job filming a Subway advertisement - Arizona Sports
Bill Belichick is doing his job filming a Subway advertisement  Arizona Sports

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In-Game Advertising Market Size 2020 – 2027, Leading Companies – Giftgaming, Google Adscape Media, Electronic Arts Inc, Engage Advertising, Motive Interative Inc., etc. (Based on COVID-19 Outbreak)  Cole of Duty

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The state of advertising has still never been better  Campaign US

EGBA - Black market looms on Spain if government proceeds with its advertising blackout - SBC News
EGBA - Black market looms on Spain if government proceeds with its advertising blackout  SBC News

Advertising: Digital ad volumes dip in Q2 2020 - ETBrandEquity.com
Advertising: Digital ad volumes dip in Q2 2020  ETBrandEquity.com

Facebook prepares to dig in as advertising boycott continues - NBC News
Facebook prepares to dig in as advertising boycott continues  NBC News

Massive Report on Advertising Video Market 2020 COVID-19 Impact, Share, Trend, Segmentation and Forecast to 2025 |Tubi Inc, PopcornFlix, The Roku ChannelZype Inc , Muvi LLC - 3rd Watch News
Massive Report on Advertising Video Market 2020 COVID-19 Impact, Share, Trend, Segmentation and Forecast to 2025 |Tubi Inc, PopcornFlix, The Roku ChannelZype Inc , Muvi LLC  3rd Watch News

Digital Advertising Platforms Market 2020-Global Industry Trends, Share, Growth Insight, Size, Competitive Analysis, Statistics, Regional, And Global Forecast to 2026 - Cole of Duty
Digital Advertising Platforms Market 2020-Global Industry Trends, Share, Growth Insight, Size, Competitive Analysis, Statistics, Regional, And Global Forecast to 2026  Cole of Duty

Mobile Advertising Is Now Bigger Than TV, But It’s Still Dull - Forbes
Mobile Advertising Is Now Bigger Than TV, But It’s Still Dull  Forbes

Global Programmatic Advertising Display Market-Industry Size, Shares, Growth, Outlook, Revenue, Status and Forecast 2026 - Cole of Duty
Global Programmatic Advertising Display Market-Industry Size, Shares, Growth, Outlook, Revenue, Status and Forecast 2026  Cole of Duty

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Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

A thank you to our advertisers, readers for COVID-19 support – The News Journal - The News Journal
A thank you to our advertisers, readers for COVID-19 support – The News Journal  The News Journal

Latest innovative report on Contextual Advertising Market with Top Key players like Media.Net, Facebook, IAC, Amobee, Flurry, Yahoo, Sap, Amazon.Com, Millennial Media, Marketo, Google, Microsoft, Aol, Adobe Systems, and Twitter - 3rd Watch News
Latest innovative report on Contextual Advertising Market with Top Key players like Media.Net, Facebook, IAC, Amobee, Flurry, Yahoo, Sap, Amazon.Com, Millennial Media, Marketo, Google, Microsoft, Aol, Adobe Systems, and Twitter  3rd Watch News

Online Advertising Market Future Outlook to 2027| Google, Adobe, Amazon.com, Baidu, Facebook, IAC, LinkedIn, Microsoft, Twitter, Yahoo - Cole of Duty
Online Advertising Market Future Outlook to 2027| Google, Adobe, Amazon.com, Baidu, Facebook, IAC, LinkedIn, Microsoft, Twitter, Yahoo  Cole of Duty

Global Advertising Agency Billing Software Market 2020, Analysis by Growing Demand, Types, Application, Top Trends, User-Demand and Opportunities Assessment till 2025 - Sports Skylark
Global Advertising Agency Billing Software Market 2020, Analysis by Growing Demand, Types, Application, Top Trends, User-Demand and Opportunities Assessment till 2025  Sports Skylark

Advertisers reminded to take care as ABAC reports latest quarterly breaches - CMO
Advertisers reminded to take care as ABAC reports latest quarterly breaches  CMO

Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds - Forbes
Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds  Forbes

How to set up for success in global TV advertising - Mediatel News
How to set up for success in global TV advertising  Mediatel News

Cloud Advertising Market Share, Growth by Top Company, Region, Applications, Drivers, Trends and Forecast to 2027 - Cole of Duty
Cloud Advertising Market Share, Growth by Top Company, Region, Applications, Drivers, Trends and Forecast to 2027  Cole of Duty

Do pharmaceutical companies that use third party behavioral advertising cookies deploy cookie notices? - JD Supra
Do pharmaceutical companies that use third party behavioral advertising cookies deploy cookie notices?  JD Supra

Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker - Press Herald
Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker  Press Herald

3 Places Advertisers Are Still Increasing Spend Despite COVID-19 - Motley Fool
3 Places Advertisers Are Still Increasing Spend Despite COVID-19  Motley Fool

The advertising business is becoming less cyclical—and more concentrated - The Economist
The advertising business is becoming less cyclical—and more concentrated  The Economist

Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’ - Forbes
Bicycle Company’s TV Ad Pulled By French Advertising Regulator For ‘Discrediting Automobile Sector’  Forbes

Coca-Cola pauses advertising on all social media platforms globally - CNBC
Coca-Cola pauses advertising on all social media platforms globally  CNBC

Verizon is pulling advertising from Facebook and Instagram - CNBC
Verizon is pulling advertising from Facebook and Instagram  CNBC

What’s Digital Commerce Advertising and what tools can help? - MarTech Today
What’s Digital Commerce Advertising and what tools can help?  MarTech Today

Why digital OOH advertising is especially effective right now - Marketing Dive
Why digital OOH advertising is especially effective right now  Marketing Dive

Here are the major brands that have pulled ads from Facebook - MarketWatch
Here are the major brands that have pulled ads from Facebook  MarketWatch

Cancel Culture’s Next Obvious Target? Ellen Degeneres’ Advertisers - CCN.com
Cancel Culture’s Next Obvious Target? Ellen Degeneres’ Advertisers  CCN.com

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