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(The American Association of Advertising Agencies reports the following:)
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- Advertising executive Roland S. Vaile tracked some 200 companies
through the recession of 1923. In the April 1927 issue of Harvard
Business Review, he reported that the biggest sales increases
throughout the period were rung up by companies that advertised the
- PianoWorld.com has been on the Internet for more than ten years, we are established and trusted as a resource.
- Buchen Advertising tracked advertising dollars vs. sales trends
before, during and after the recessions of 1949, 1954, 1958 and 1961.
Not only did the company find that sales and profits dropped off at
companies that cut back on advertising, it also found that, after the
recession had ended, those same companies continued to lag behind the
ones that maintained their ad budgets.
- A jointly-sponsored ABP/Meldrum & Fewsmith study of the 1970
recession again showed "that sales and profits can be maintained and
increased in recession years and in the years immediately following
by those who are willing to maintain an aggressive marketing posture."
- A follow-up 1979 study by ABP/Meldrum & Fewsmith revealed"that
companies which did not cut advertising expenditures during the 1974
to 1975 recession, experienced higher sales and net income -- during
those two years and the two years following -- than those companies
which cut advertising in either or both recession years."
- McGraw-Hill Research's Laboratory of Advertising Performance
reported "that business-to-business firms that maintained or
increased their advertising expenditures during the 1981 to 1982
recession averaged significantly higher sales growth both during the
recession and for the following three years than those which
eliminated or decreased advertising." Those increasing saw an
average sales growth of 275 percent over the next five years. Those
who cut advertising realized an increase of only 19 percent.
- In 1982, Cahners Publishing Co., together with the Cambridge-
based Strategy Planning Institute, reported that "during recessionary
periods, those businesses (that spent more) tended to gain a greater
share of market. The underlying reason is that competitors,
especially smaller, marginal ones, are less willing or able to defend
against aggressive firms." The study also pointed out that businesses
that increased media advertising during the recessionary period
gained an average of 1.5 points of market share.
- The Profit Impact of Marketing Strategy program, conducted by the
Strategic Planning Institute, has been studying recessions since the
1970s. It has built a database of 3,000 business units and has
looked at various measures of performance and related these to
advertising expenditure. The key findings are that companies who
increase advertising spending during recessions increased market
share during the recession by an average of 1.5 percent and continue
to increase market share in the subsequent recovery. Companies who
cut advertising during recessions, increase market share by 0.2
percent during the recession (NOTE: all companies that do not go out
of business in a recession tend to gain share) but lose on average 1
percent point in the subsequent recovery.
- A 1993 study of 127 brands advertising on television in Britain
found that brands that increased their advertising spending by an
average of 7 percent increased their market share by an average of 1.
1 percent; those that cut back ad spending (by an average of 8
percent) lost an average of 1.6 percent of market share.
- In the recession of the mid-1970s, Chevrolet increased its ad
budget, while Ford cut back by 14 percent. The result: Chevy's market
share rose by 2 points.
- During the recession of the mid-1974-75, Revlon gained market
share from increased ad spending while Avon suffered from ad
- During the Great Depression (1930s), Kellogg continued
advertising while Post did not. The result: Kellogg's half-century
domination of the dry-cereal market.
- In the 1960s and 70s, Schiltz was the Number Two beer in the
nation behind Budweiser. During the recession years of the late Œ70s,
Miller increased ad spending each year, hitting $59 million in 1979.
By that time, Schlitz was spending 25% less than Miller. By 1980,
Miller held the number 2 spot.
- MarketSense compared 101 household name brands during the
recessionary period 1990-1991: Bud Light and Coors Light, both
increased ad spending, saw sales increases of 15% and 16%
respectfully. Pizza Hut sales rose 61% and Taco Bell's 40% thanks to
increased ad spending.
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Piano World - 140 Cypress Club Drive, # 423 Pompano Beach, FL 33060 - Phone: (860) 741-2625 - Fax: (954) 788-5752 email: firstname.lastname@example.org