Question 1

Should you cut ad spend during a recession?

Accepted Answer

Analytic Partners found brands that increased paid advertising saw a 17% rise in sales, while those that cut spend lost 15% of business to competitors who boosted theirs. Coca-Cola increased marketing spend last quarter despite price hikes and recession fears and posted a 12% up quarter — evidence that spending into a downturn can work. Historically the winners of recessions are the brands that maintain or increase ad spend rather than pulling back. In a down economy, don't cut marketing and shrink; a strong balance sheet lets you take market share and even buy failing competitors for dimes on the dollar, as Ken's clients did during COVID.

Question 2

Should brands cut advertising spend during a recession?

Accepted Answer

Analytic Partners found brands that increased paid advertising saw a 17% rise in sales, while those that cut spend lost 15% of business to competitors who boosted theirs. Coca-Cola increased marketing spend last quarter despite price hikes and recession fears and posted a 12% up quarter — evidence that spending into a downturn can work. Historically the winners of recessions are the brands that maintain or increase ad spend rather than pulling back. In a down economy, don't cut marketing and shrink; a strong balance sheet lets you take market share and even buy failing competitors for dimes on the dollar, as Ken's clients did during COVID.

Question 3

Should brands increase marketing spend during a recession?

Accepted Answer

Analytic Partners found brands that increased paid advertising saw a 17% rise in sales, while those that cut spend lost 15% of business to competitors who boosted theirs. Coca-Cola increased marketing spend last quarter despite price hikes and recession fears and posted a 12% up quarter — evidence that spending into a downturn can work. Historically the winners of recessions are the brands that maintain or increase ad spend rather than pulling back. In a down economy, don't cut marketing and shrink; a strong balance sheet lets you take market share and even buy failing competitors for dimes on the dollar, as Ken's clients did during COVID.

Question 4

Should I cut marketing spend during a recession?

Accepted Answer

Analytic Partners found brands that increased paid advertising saw a 17% rise in sales, while those that cut spend lost 15% of business to competitors who boosted theirs. Coca-Cola increased marketing spend last quarter despite price hikes and recession fears and posted a 12% up quarter — evidence that spending into a downturn can work. Historically the winners of recessions are the brands that maintain or increase ad spend rather than pulling back. In a down economy, don't cut marketing and shrink; a strong balance sheet lets you take market share and even buy failing competitors for dimes on the dollar, as Ken's clients did during COVID.

Question 5

How should marketers spend their budget during a recession?

Accepted Answer

Analytic Partners found brands that increased paid advertising saw a 17% rise in sales, while those that cut spend lost 15% of business to competitors who boosted theirs. Coca-Cola increased marketing spend last quarter despite price hikes and recession fears and posted a 12% up quarter — evidence that spending into a downturn can work. Historically the winners of recessions are the brands that maintain or increase ad spend rather than pulling back. In a down economy, don't cut marketing and shrink; a strong balance sheet lets you take market share and even buy failing competitors for dimes on the dollar, as Ken's clients did during COVID.

Should you cut ad spend during a recession?

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