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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 Mon. March / 27 / 2023

Newsletter publishers say they continue to see uptick in revenue despite advertising slowdown - Digiday
Newsletter publishers say they continue to see uptick in revenue despite advertising slowdown  Digiday

Advertising Agency 2023: Mischief @ No Fixed Address - Campaign US
Advertising Agency 2023: Mischief @ No Fixed Address  Campaign US

US Justice Dept's Google advertising case gets fast-paced schedule - Reuters.com
US Justice Dept's Google advertising case gets fast-paced schedule  Reuters.com

Army pulls recruiting ads after Jonathan Majors' arrest - The Associated Press
  1. Army pulls recruiting ads after Jonathan Majors' arrest  The Associated Press
  2. Jonathan Majors arrest: Army pulls recruiting ads after actor accused of assault in domestic dispute  KABC-TV
  3. Army pulls recruiting ads after Jonathan Majors' arrest  CP24

Major marijuana bill advances from committee, advertising restrictions fail - Independent Record
Major marijuana bill advances from committee, advertising restrictions fail  Independent Record

T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G - FierceWireless
T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G  FierceWireless

China updates online advertising rules to tame recommendation algorithms - South China Morning Post
China updates online advertising rules to tame recommendation algorithms  South China Morning Post

What to watch for in TV advertising's 2023 upfront market - Digiday
What to watch for in TV advertising's 2023 upfront market  Digiday

A New Gold Standard for Digital Ad Measurement? - HBR.org Daily
A New Gold Standard for Digital Ad Measurement?  HBR.org Daily

Montana Senators Reject House-Passed Bill To Ban Most Marijuana ... - Marijuana Moment
Montana Senators Reject House-Passed Bill To Ban Most Marijuana ...  Marijuana Moment

AOA Advertising Policy - American Osteopathic Association
AOA Advertising Policy  American Osteopathic Association

B2B spend on TV advertising has doubled since 2018 - Marketing Week
B2B spend on TV advertising has doubled since 2018  Marketing Week

Instagram unveils two new advertising channels - MarTech
Instagram unveils two new advertising channels  MarTech

Elon Musk needs Twitter advertisers, but they’re not coming back - Vox.com
Elon Musk needs Twitter advertisers, but they’re not coming back  Vox.com

Chicago Petroleum & Advertising Show Set to Attract Antique Collectors and Enthusiasts - Country Herald
Chicago Petroleum & Advertising Show Set to Attract Antique Collectors and Enthusiasts  Country Herald

How TikTok is responding to advertisers' concerns about potential ... - Campaign Asia
How TikTok is responding to advertisers' concerns about potential ...  Campaign Asia

Pope: Without power of Holy Spirit, evangelization is empty advertising - USCCB
Pope: Without power of Holy Spirit, evangelization is empty advertising  USCCB

CTV Advertising Dominated Digital Strategies in 2022 US Midterm ... - GlobeNewswire
CTV Advertising Dominated Digital Strategies in 2022 US Midterm ...  GlobeNewswire

Three Common Reasons Why Marketing Fails Shared by 2023 ThreeBestRated® Advertising Agency: bloomfield knoble - PRUnderground
Three Common Reasons Why Marketing Fails Shared by 2023 ThreeBestRated® Advertising Agency: bloomfield knoble  PRUnderground

HOAX: This Facebook post advertising jobs using Pwani Oil's Fresh ... - PesaCheck
HOAX: This Facebook post advertising jobs using Pwani Oil's Fresh ...  PesaCheck

FTC Issues Orders to Social Media and Video Streaming Platforms ... - Federal Trade Commission News
FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

Personalised advertising needs to be less personal | India | Law.asia - Law.asia
Personalised advertising needs to be less personal | India | Law.asia  Law.asia

Joy Robins Named Global Chief Advertising Officer of The New York ... - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York ...  The New York Times Company

Advertising watchdog issues guidance for 'influencers' after Mrs Hinch bans - Daily Record
Advertising watchdog issues guidance for 'influencers' after Mrs Hinch bans  Daily Record

The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period - Yahoo Finance
The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period  Yahoo Finance

Attorney claims Jonathan Majors innocent over alleged assault; US ... - Screen International
Attorney claims Jonathan Majors innocent over alleged assault; US ...  Screen International

HOAX: This link advertising a Ramadhan promotion by Carrefour is ... - PesaCheck
HOAX: This link advertising a Ramadhan promotion by Carrefour is ...  PesaCheck

Veterans, cannabis digital advertising and the lawsuits against the OCM - syracuse.com
Veterans, cannabis digital advertising and the lawsuits against the OCM  syracuse.com

LTV's De Facto examines alcohol advertising changes in Latvia - Eng.Lsm.lv
LTV's De Facto examines alcohol advertising changes in Latvia  Eng.Lsm.lv

Marijuana companies wade into Twitter advertising with mixed ... - Marijuana Business Daily
Marijuana companies wade into Twitter advertising with mixed ...  Marijuana Business Daily

03/23/2023 | OC Council Debates Advertising Budget Increases ... - The Dispatch
03/23/2023 | OC Council Debates Advertising Budget Increases ...  The Dispatch

Retail, search and Amazon's $40bn 'advertising' business ... - Benedict Evans
Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

Advertise with NOF - NewOrleans.Football
Advertise with NOF  NewOrleans.Football

Advertising, PR students 'pawfect' match for service dog org - Nebraska Today
Advertising, PR students 'pawfect' match for service dog org  Nebraska Today

Study sheds light on concerning new trend in drug advertising ... - Science Daily
Study sheds light on concerning new trend in drug advertising ...  Science Daily

Pinterest Provides New Tips on Effective Pin Advertising Approaches - Social Media Today
Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

ChatGPT and Generative AI in Media and Advertising - Insider Intelligence
ChatGPT and Generative AI in Media and Advertising  Insider Intelligence

Twitter's Elon Musk to court advertisers in rare ad world appearance - AdAge.com
Twitter's Elon Musk to court advertisers in rare ad world appearance  AdAge.com

Influencing the path to care with responsible advertising - Wolters Kluwer
Influencing the path to care with responsible advertising  Wolters Kluwer

Netflix Surpasses 1 Million Users For Its Advertising Business - Bloomberg
Netflix Surpasses 1 Million Users For Its Advertising Business  Bloomberg

Direct Mail Advertising for Non-profits Market Size, Top Countries ... - Digital Journal
Direct Mail Advertising for Non-profits Market Size, Top Countries ...  Digital Journal

How Meta is Using AI to Improve its Advertising - InvestorsObserver
How Meta is Using AI to Improve its Advertising  InvestorsObserver

Coldstream Capital Management Inc. increases its stake in Lamar ... - Best Stocks
Coldstream Capital Management Inc. increases its stake in Lamar ...  Best Stocks

Five Things Marketers Should Know About Generative AI in ... - The Wall Street Journal
Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

Advertising in China - New Guidelines on Use of Superlative ... - China Briefing
Advertising in China - New Guidelines on Use of Superlative ...  China Briefing

Differences in child and adolescent exposure to unhealthy food and ... - BMC Public Health
Differences in child and adolescent exposure to unhealthy food and ...  BMC Public Health

Fox News is fighting a $1.6 billion lawsuit. But advertisers haven't ... - NPR
Fox News is fighting a $1.6 billion lawsuit. But advertisers haven't ...  NPR

SRU recognized in advertising and marketing awards - Slippery Rock University
SRU recognized in advertising and marketing awards  Slippery Rock University

Engaging OB-GYNs with successful & contextual advertising - Wolters Kluwer
Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

In-game advertising: A marketer's guide - MarTech
In-game advertising: A marketer's guide  MarTech

Global Head of Microsoft Advertising steps down - Search Engine Land
Global Head of Microsoft Advertising steps down  Search Engine Land

FTC to Ban BetterHelp from Revealing Consumers' Data, Including ... - Federal Trade Commission News
FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

Meta's AI and automation push could turn off advertising agencies - Insider Intelligence
Meta's AI and automation push could turn off advertising agencies  Insider Intelligence

HOAX: This poster advertising job and internship opportunities at ... - PesaCheck
HOAX: This poster advertising job and internship opportunities at ...  PesaCheck

Net Zero Claims in UK Advertising: What Companies Need to Know ... - Sidley Austin LLP
Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

New IAB Study Reveals Five Misperceptions About Video Game ... - IAB
New IAB Study Reveals Five Misperceptions About Video Game ...  IAB

JUUL false advertising $255M class action settlement - Top Class Actions
JUUL false advertising $255M class action settlement  Top Class Actions

Xbox Removes 'Candy Crush Saga' Advertising From Microsoft ... - Pure Xbox
Xbox Removes 'Candy Crush Saga' Advertising From Microsoft ...  Pure Xbox

Colorado legislators debate pregnancy clinic advertising bill - FOX 31 Denver
Colorado legislators debate pregnancy clinic advertising bill  FOX 31 Denver

Artscape Promotional Short Film Wins Two GOLD American ... - Mayor Brandon M. Scott
Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

States Are Learning the Wrong Lesson From Maryland's Digital ... - RealClearMarkets
States Are Learning the Wrong Lesson From Maryland's Digital ...  RealClearMarkets

Netflix May Change Its Advertising Approach - TheStreet
Netflix May Change Its Advertising Approach  TheStreet

Elon Musk thinks he can fix Twitter's advertising business after derailing it - CNN
Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

Walmart V. Amazon: Advertising, Inflation, And The Battle For ... - Forbes
Walmart V. Amazon: Advertising, Inflation, And The Battle For ...  Forbes

AI Advertising: The FTC Prepares for Battle - McDermott Will & Emery
AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

Make-A-Wish and Lamar Advertising enter yearlong pro bono ... - PR Newswire
Make-A-Wish and Lamar Advertising enter yearlong pro bono ...  PR Newswire

Illegally placed signs advertising auction in Omaha confiscated - WOWT
Illegally placed signs advertising auction in Omaha confiscated  WOWT

Your Dumb Little Advertising Tricks Won't Work on Me - The New Yorker
Your Dumb Little Advertising Tricks Won't Work on Me  The New Yorker

SS+K Wins Agency of Record for Smartsheet's Brand Advertising ... - Little Black Book - LBBonline
SS+K Wins Agency of Record for Smartsheet's Brand Advertising ...  Little Black Book - LBBonline

Belgium bans gambling advertising from July 1 - Reuters.com
Belgium bans gambling advertising from July 1  Reuters.com

XFL Quarterback Gets Defense's Calls In Helmet Speaker As Las ... - OutKick
XFL Quarterback Gets Defense's Calls In Helmet Speaker As Las ...  OutKick

Kim Kardashian Taps SZA for SKIMS' Latest Advertising Campaign - Digital Music News
Kim Kardashian Taps SZA for SKIMS' Latest Advertising Campaign  Digital Music News

Why Advertisers Should Switch to Immersive Advertising - Spiceworks News and Insights
Why Advertisers Should Switch to Immersive Advertising  Spiceworks News and Insights

Belgium: Rules on crypto advertising tighten - Lexology
Belgium: Rules on crypto advertising tighten  Lexology

Walmart picks Innovid to boost personalized CTV advertising - FierceVideo
Walmart picks Innovid to boost personalized CTV advertising  FierceVideo

German minister calls for ban on advertising junk food to children - The Guardian
German minister calls for ban on advertising junk food to children  The Guardian

Twitter now allows cannabis advertising, and brands are ready to ... - Digiday
Twitter now allows cannabis advertising, and brands are ready to ...  Digiday

Explore marketing and advertising Navasota Grimes County ... - The Navasota Examiner
Explore marketing and advertising Navasota Grimes County ...  The Navasota Examiner

WT Students Triumph at American Advertising Awards Ceremony ... - West Texas A&M University
WT Students Triumph at American Advertising Awards Ceremony ...  West Texas A&M University

FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ... - Federal Trade Commission News
FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

Roku partners with Best Buy and its advertising business to get first-party shopper data - TechCrunch
Roku partners with Best Buy and its advertising business to get first-party shopper data  TechCrunch

Meta's AI-driven advertising system splits marketers - Financial Times
Meta's AI-driven advertising system splits marketers  Financial Times

Staying Competitive Against Big Businesses: Best Practices for ... - Benzinga
Staying Competitive Against Big Businesses: Best Practices for ...  Benzinga

Xbox Begins Advertising 'Candy Crush Saga' As New Free-To-Play ... - Pure Xbox
Xbox Begins Advertising 'Candy Crush Saga' As New Free-To-Play ...  Pure Xbox

Google and Digital Advertising - AAF - American Action Forum
Google and Digital Advertising - AAF  American Action Forum

Emirates Fined For Misleading Business Class Advertising - One Mile at a Time
Emirates Fined For Misleading Business Class Advertising  One Mile at a Time

Why Dirty Data is Leading to Advertising Waste and How to Stop It - Spiceworks News and Insights
Why Dirty Data is Leading to Advertising Waste and How to Stop It  Spiceworks News and Insights

System1 Wins Microsoft Advertising's Supply Partner of the Year ... - Business Wire
System1 Wins Microsoft Advertising's Supply Partner of the Year ...  Business Wire

Digital Advertising Continues to Steal TV's Thunder - Variety
Digital Advertising Continues to Steal TV's Thunder  Variety

The modern orthopaedist persona: what to know for your next ... - Wolters Kluwer
The modern orthopaedist persona: what to know for your next ...  Wolters Kluwer

WMU advertising students win over Michigan dairy industry with ... - WMU News
WMU advertising students win over Michigan dairy industry with ...  WMU News

The Importance of Data in Outdoor Advertising - Entrepreneur
The Importance of Data in Outdoor Advertising  Entrepreneur

CCIA Submits Comments, Testifies On Connecticut Digital ... - Computer and Communications Industry Association
CCIA Submits Comments, Testifies On Connecticut Digital ...  Computer and Communications Industry Association

Agency Report Card 2022: BBDO | Advertising - Campaign Asia
Agency Report Card 2022: BBDO | Advertising  Campaign Asia

Display advertising in 5 charts: From programmatic to retail media - Insider Intelligence
Display advertising in 5 charts: From programmatic to retail media  Insider Intelligence

Agency Report Card 2022: Wieden + Kennedy | Advertising - Campaign Asia
Agency Report Card 2022: Wieden + Kennedy | Advertising  Campaign Asia

Netflix and F1 Give Cigarette Giants a Billion-Minute Advertising ... - Expose Tobacco
Netflix and F1 Give Cigarette Giants a Billion-Minute Advertising ...  Expose Tobacco

Marketers Prove Skeptical of Advertising In Chat-Based Search ... - Adweek
Marketers Prove Skeptical of Advertising In Chat-Based Search ...  Adweek

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