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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. March / 09 / 2021

After Building Google’s Advertising Business, This Founder Is Creating An Ad-Free Alternative - Forbes
After Building Google’s Advertising Business, This Founder Is Creating An Ad-Free Alternative  Forbes

How targeted advertising is impacted under Virginia’s CDPA - MarTech Today
How targeted advertising is impacted under Virginia’s CDPA  MarTech Today

Apple Faces French Complaint Over IPhone Advertising Tool - Bloomberg
Apple Faces French Complaint Over IPhone Advertising Tool  Bloomberg

Bill to Tax Social Media Giants' Advertising Sales Has Bipartisan Interest - CTNewsJunkie - CT News Junkie
Bill to Tax Social Media Giants' Advertising Sales Has Bipartisan Interest - CTNewsJunkie  CT News Junkie

Dietary Supplement False Advertising Class Action Suits Inflict Pain - The National Law Review
Dietary Supplement False Advertising Class Action Suits Inflict Pain  The National Law Review

Leading women from the advertising, marketing and media world on making the industry more inclusive - Business Insider India
Leading women from the advertising, marketing and media world on making the industry more inclusive  Business Insider India

U.S. lawmakers ask Facebook for details on advertising practices - Reuters
U.S. lawmakers ask Facebook for details on advertising practices  Reuters

ITV Returns to Ad Growth, Studio Profit Falls in 2020, Global Streaming Subs Exceed 2.6M - Hollywood Reporter
ITV Returns to Ad Growth, Studio Profit Falls in 2020, Global Streaming Subs Exceed 2.6M  Hollywood Reporter

Can the digital advertising market achieve privacy without regulation? - EurekAlert
Can the digital advertising market achieve privacy without regulation?  EurekAlert

Google’s scrapping third-party cookies – but invasive targeted advertising will live on - The Conversation UK
Google’s scrapping third-party cookies – but invasive targeted advertising will live on  The Conversation UK

The Political Advertising Black Box Must Be Destroyed - WIRED
The Political Advertising Black Box Must Be Destroyed  WIRED

Family pays tribute to Milwaukee advertising legend Rich Kohnke with billboards - Milwaukee Business Journal - Milwaukee Business Journal
Family pays tribute to Milwaukee advertising legend Rich Kohnke with billboards - Milwaukee Business Journal  Milwaukee Business Journal

Advertising On Hulu: 5 Reasons Your Brand Needs This - Peter Belbita - MarTech Series
Advertising On Hulu: 5 Reasons Your Brand Needs This - Peter Belbita  MarTech Series

Facebook report uncovers lack of diversity in online advertising - PR Week
Facebook report uncovers lack of diversity in online advertising  PR Week

a text with no real impact on advertising – Northern Gwinnett News - Northern Gwinnett News (NGwinnett.com)
a text with no real impact on advertising – Northern Gwinnett News  Northern Gwinnett News (NGwinnett.com)

Environics Analytics Partners with The Trade Desk for Enhanced Digital Advertising Campaigns - MarTech Series
Environics Analytics Partners with The Trade Desk for Enhanced Digital Advertising Campaigns  MarTech Series

Taboola Gives $500,000 In Free Advertising To Women-owned Business As Part of International Women's Day and Women's History Month, Introducing #RecommendHER - PRNewswire
Taboola Gives $500,000 In Free Advertising To Women-owned Business As Part of International Women's Day and Women's History Month, Introducing #RecommendHER  PRNewswire

Milwaukee advertising creative, known for work with Brewers and Potawatomi, dies at 60 - WDJT
Milwaukee advertising creative, known for work with Brewers and Potawatomi, dies at 60  WDJT

In inclusivity push, Unilever to exclude word 'normal' from beauty products - Reuters
In inclusivity push, Unilever to exclude word 'normal' from beauty products  Reuters

Advertisers’ linear TV ad dollars don’t carry as much clout as networks angle to shift money to streaming, digital - Digiday
Advertisers’ linear TV ad dollars don’t carry as much clout as networks angle to shift money to streaming, digital  Digiday

New Quantcast Platform Delivers Advertising & Marketing Results at Scale - TheWiseMarketer.com
New Quantcast Platform Delivers Advertising & Marketing Results at Scale  TheWiseMarketer.com

Arrivalist Provides Independent Measurement for Samsung Ads Smart TV Travel and Tourism Advertising Campaigns - Odessa American
Arrivalist Provides Independent Measurement for Samsung Ads Smart TV Travel and Tourism Advertising Campaigns  Odessa American

National CineMedia CEO Tom Lesinski Says U.S. Exhibition Needs A Few Months Of Open Theaters “And Real Movies” To Assess Covid Impact - Deadline
National CineMedia CEO Tom Lesinski Says U.S. Exhibition Needs A Few Months Of Open Theaters “And Real Movies” To Assess Covid Impact  Deadline

KAM Seminar Series: Women in Marketing and Advertising - The Cougar's Byte
KAM Seminar Series: Women in Marketing and Advertising  The Cougar's Byte

Americans See More Interracial Relationships in Advertising - Voice of America
Americans See More Interracial Relationships in Advertising  Voice of America

Can Digital Advertising Market Achieve Privacy Without Regulation? - Eurasia Review
Can Digital Advertising Market Achieve Privacy Without Regulation?  Eurasia Review

Silicon Valley veteran joins Tampa digital advertising startup - St Pete Catalyst
Silicon Valley veteran joins Tampa digital advertising startup  St Pete Catalyst

Burger King's viral tweet gets backlash - Business Insider
Burger King's viral tweet gets backlash  Business Insider

3 steps to building an advertising business - Retail Dive
3 steps to building an advertising business  Retail Dive

Advertisers react to Google removing tracking from advertising - Business Insider
Advertisers react to Google removing tracking from advertising  Business Insider

New Ideas for Theme Swag Kits as Demand for Advertising Spending Returns - Promo Marketing
New Ideas for Theme Swag Kits as Demand for Advertising Spending Returns  Promo Marketing

Facebook Ends Ban on Political Advertising - The New York Times
Facebook Ends Ban on Political Advertising  The New York Times

Hamilton startup aims to put influencers within reach for small business advertising - TheSpec.com
Hamilton startup aims to put influencers within reach for small business advertising  TheSpec.com

4 Things About Advertising That Don't Need to Be Said (but We're Saying Them Anyway) - Business 2 Community
4 Things About Advertising That Don't Need to Be Said (but We're Saying Them Anyway)  Business 2 Community

How ready is Indian advertising to celebrate another edition of IWD? - The Drum
How ready is Indian advertising to celebrate another edition of IWD?  The Drum

'We need to change this': Heritage Canada is cutting its advertising on digital platforms, minister says - National Post
'We need to change this': Heritage Canada is cutting its advertising on digital platforms, minister says  National Post

Universal Chooses Infamous I-4 Building for VelociCoaster Advertising - Inside the Magic
Universal Chooses Infamous I-4 Building for VelociCoaster Advertising  Inside the Magic

Google Touts Cohort Targeting, Hopes Advertisers Will FLoC To It 03/09/2021 - MediaPost Communications
Google Touts Cohort Targeting, Hopes Advertisers Will FLoC To It 03/09/2021  MediaPost Communications

Global Pay-per-click (PPC) Advertising Market 2021 Analysis by Global Manufacturers – Google, Bing, Yahoo, Ask.com, AOL.com, Baidu, Wolframalpha, DuckDuckGo, Sogou – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Pay-per-click (PPC) Advertising Market 2021 Analysis by Global Manufacturers – Google, Bing, Yahoo, Ask.com, AOL.com, Baidu, Wolframalpha, DuckDuckGo, Sogou – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Merrick launches new advertising campaign | PetfoodIndustry.com - PetfoodIndustry.com
Merrick launches new advertising campaign | PetfoodIndustry.com  PetfoodIndustry.com

Advertising Inkjet Printers Market – Insights into the Competitive Scenario of the Market with Growth Prospect 2020 to 2026 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Advertising Inkjet Printers Market – Insights into the Competitive Scenario of the Market with Growth Prospect 2020 to 2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

L'Oreal Vs. Google: The Impact Of Privacy On Consumers, Brands, Advertising 03/09/2021 - MediaPost Communications
L'Oreal Vs. Google: The Impact Of Privacy On Consumers, Brands, Advertising 03/09/2021  MediaPost Communications

Top Digital Advertising Trends to Watch out for in 2021 - Influencive
Top Digital Advertising Trends to Watch out for in 2021  Influencive

Brace yourselves: Facebook has re-opened political advertising space - The American Genius
Brace yourselves: Facebook has re-opened political advertising space  The American Genius

Avoid These 3 Common Mistakes in Social Media Marketing and Advertising - Business 2 Community
Avoid These 3 Common Mistakes in Social Media Marketing and Advertising  Business 2 Community

Using emotion in advertising increase the sales of high-price and high-quality products - The FINANCIAL
Using emotion in advertising increase the sales of high-price and high-quality products  The FINANCIAL

Perion launches Paragone.ai Actionable Performance Monitoring to help optimize social advertising - Grit Daily
Perion launches Paragone.ai Actionable Performance Monitoring to help optimize social advertising  Grit Daily

Diagnosing, treating colorectal cancer: Sponsored Advertising by AdventHealth - FOX 35 Orlando
Diagnosing, treating colorectal cancer: Sponsored Advertising by AdventHealth  FOX 35 Orlando

Look back: Auburn advertisers want to make every day a shopping day - Auburn Citizen
Look back: Auburn advertisers want to make every day a shopping day  Auburn Citizen

Jamie Cunningham | Broadcasters should take a cut of virtual advertising revenues - SportBusiness
Jamie Cunningham | Broadcasters should take a cut of virtual advertising revenues  SportBusiness

Ad Spending In The Video Advertising Segment Is Expected to Exceed $37 Billion In 2021 - PRNewswire
Ad Spending In The Video Advertising Segment Is Expected to Exceed $37 Billion In 2021  PRNewswire

Latest Innovative Report on Online Advertisement Market by 2025 with Top Key Players like IBM Corp., SAP AG, Oracle Corp., Salesforce.com Inc., Aplicor LLC – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Latest Innovative Report on Online Advertisement Market by 2025 with Top Key Players like IBM Corp., SAP AG, Oracle Corp., Salesforce.com Inc., Aplicor LLC – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

How to Rise to the Challenge of Cookie-less Advertising - Adweek
How to Rise to the Challenge of Cookie-less Advertising  Adweek

New Jersey Sues Smith & Wesson Over Its Gun Advertising - The New York Times
New Jersey Sues Smith & Wesson Over Its Gun Advertising  The New York Times

What Digital Advertising Gets Wrong - Harvard Business Review
What Digital Advertising Gets Wrong  Harvard Business Review

Advertising Agency Software Market Key Developments with Growing Trend Scenario by 2027 – LINEUP SYSTEMS, CURRENTTRACK, FUNNELDASH, WRIKE, CELTRA – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Advertising Agency Software Market Key Developments with Growing Trend Scenario by 2027 – LINEUP SYSTEMS, CURRENTTRACK, FUNNELDASH, WRIKE, CELTRA – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Cloud Advertising Market – Segmentation and Analysis by Recent Trends, Development and Growth by Regions ,Forecast To 2026 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Cloud Advertising Market – Segmentation and Analysis by Recent Trends, Development and Growth by Regions ,Forecast To 2026 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Robert E. Pearlman Advertising Exec. With Passion for Exploring - The Putnam County Courier
Robert E. Pearlman Advertising Exec. With Passion for Exploring  The Putnam County Courier

Commerce Canal Launches Hyperlocal Advertising Services For Nextdoor - WFMZ Allentown
Commerce Canal Launches Hyperlocal Advertising Services For Nextdoor  WFMZ Allentown

Proof Advertising Invests in New Creative and Strategic Firepower - Martechcube
Proof Advertising Invests in New Creative and Strategic Firepower  Martechcube

Know How Programmatic Native Advertising Platform Market Is Thriving Continuously By Top Key Players | SmartyAds, Earnify, StackAdapt – The Courier - The Courier
Know How Programmatic Native Advertising Platform Market Is Thriving Continuously By Top Key Players | SmartyAds, Earnify, StackAdapt – The Courier  The Courier

Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign - AdExchanger
Facebook Touts The Benefits Of Personalized Advertising In New Ad Campaign  AdExchanger

Demand Side Platforms (DSP) for Programmatic Advertising from the Mobile Side Market Size, Status and Forecast 2021-2025 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Demand Side Platforms (DSP) for Programmatic Advertising from the Mobile Side Market Size, Status and Forecast 2021-2025 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Trade Desk Touted Google's Next Big Digital Advertising Rival: WSJ - Yahoo Finance
Trade Desk Touted Google's Next Big Digital Advertising Rival: WSJ  Yahoo Finance

Introducing Black Tea, Our New Interview Series With Black Women in Advertising - Muse by Clio
Introducing Black Tea, Our New Interview Series With Black Women in Advertising  Muse by Clio

Why advertising should be more Mrs Brown's Boys and less Fleabag - CampaignLive
Why advertising should be more Mrs Brown's Boys and less Fleabag  CampaignLive

US advertising employment rebounds with gain of 3,500 jobs in February - AdAge.com
US advertising employment rebounds with gain of 3,500 jobs in February  AdAge.com

Blog: Need a reason to advertise? Consider these facts - Furniture Today
Blog: Need a reason to advertise? Consider these facts  Furniture Today

Indian women in advertising speak up against tokenism | Advertising - Campaign India
Indian women in advertising speak up against tokenism | Advertising  Campaign India

Roku’s advertising ambitions just got even bigger with new Nielsen deal - The Verge
Roku’s advertising ambitions just got even bigger with new Nielsen deal  The Verge

Global Out-of-Home (OOH) Advertising Market Will Generate All New Growth Opportunities During Coronavirus Pandemic Period (2021-2027) – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Global Out-of-Home (OOH) Advertising Market Will Generate All New Growth Opportunities During Coronavirus Pandemic Period (2021-2027) – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Snapchat Launches New iOS 14 Resource Hub to Help Advertisers with Upcoming Changes - Social Media Today
Snapchat Launches New iOS 14 Resource Hub to Help Advertisers with Upcoming Changes  Social Media Today

Disaronno reignites 'La Dolce Vita' glamour in new advertising campaign - The Drinks Business
Disaronno reignites 'La Dolce Vita' glamour in new advertising campaign  The Drinks Business

Pandemic ‘shecession’: Advertising industry grapples with women’s work-life balance - Digiday
Pandemic ‘shecession’: Advertising industry grapples with women’s work-life balance  Digiday

Over 5,000 Final Fantasy XIV Players Were Banned For Using Or Advertising Real Money Trading - Kotaku
Over 5,000 Final Fantasy XIV Players Were Banned For Using Or Advertising Real Money Trading  Kotaku

Location Targeted Mobile Advertising Market 2021 Size, Status and Business Outlook -Google LLC, Facebook Inc., IBM Corporation, Microsoft Corporation, Gimbal Inc. - The Courier
Location Targeted Mobile Advertising Market 2021 Size, Status and Business Outlook -Google LLC, Facebook Inc., IBM Corporation, Microsoft Corporation, Gimbal Inc.  The Courier

Skyline College Marketing Team Receives Multiple Gold Medals In Education Advertising Awards Contest - Patch.com
Skyline College Marketing Team Receives Multiple Gold Medals In Education Advertising Awards Contest  Patch.com

Lamar Advertising Co (LAMR) Stock Gains 10.49% This Week; Should You Buy? - InvestorsObserver
Lamar Advertising Co (LAMR) Stock Gains 10.49% This Week; Should You Buy?  InvestorsObserver

Big Tech lobbying groups sue Maryland to stop country's first digital advertising tax - CNN
Big Tech lobbying groups sue Maryland to stop country's first digital advertising tax  CNN

Dissecting Daft Punk's influence on advertising 'Around the World': Opinion - AdAge.com
Dissecting Daft Punk's influence on advertising 'Around the World': Opinion  AdAge.com

Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows - AdAge.com
Super Bowl advertisers fell short on key diversity and inclusion measures, analysis shows  AdAge.com

Maryland Approves Country’s First Tax on Big Tech’s Ad Revenue - The New York Times
Maryland Approves Country’s First Tax on Big Tech’s Ad Revenue  The New York Times

How brands and publishers can partner on data strategies in the privacy-first digital world - AdAge.com
How brands and publishers can partner on data strategies in the privacy-first digital world  AdAge.com

Public Schools Are the Best Advertisements for Homeschooling - Reason
Public Schools Are the Best Advertisements for Homeschooling  Reason

‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos - Digiday
‘It’s a very volatile situation’: Advertisers pause paid social advertising amid D.C. chaos  Digiday

From The Experts: Media And Advertising In 2021 - Forbes
From The Experts: Media And Advertising In 2021  Forbes

Is the internet advertising economy about to implode? - TechCrunch
Is the internet advertising economy about to implode?  TechCrunch

What Big Tech’s scrutiny means for luxury advertising - Vogue Business
What Big Tech’s scrutiny means for luxury advertising  Vogue Business

Unilever to resume advertising on Facebook and Twitter - CNN
Unilever to resume advertising on Facebook and Twitter  CNN

The future of advertising: 9 things marketers should expect to see in a world of ad blockers - AdAge.com
The future of advertising: 9 things marketers should expect to see in a world of ad blockers  AdAge.com

Facebook's advertising integrity chief leaves company - Reuters
Facebook's advertising integrity chief leaves company  Reuters

Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads - NPR
Google Hit With 2nd Lawsuit Testing Its Monopoly Power — This One Over Digital Ads  NPR

Is Amazon About To Take Over Online Advertising? - Forbes
Is Amazon About To Take Over Online Advertising?  Forbes

2020: A Record Year for Political Advertising - Bowdoin News
2020: A Record Year for Political Advertising  Bowdoin News

The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments - Science Advances
The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

College advertising during COVID-19 draws criticism - Inside Higher Ed
College advertising during COVID-19 draws criticism  Inside Higher Ed

Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021 - Forbes
Ad Agency Forecast: Expect The Advertising Market To Rebound In 2021  Forbes

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

YouTube Advertising 101: Getting Started - WRCB-TV
YouTube Advertising 101: Getting Started  WRCB-TV

How deepfakes could change fashion advertising - Vogue Business
How deepfakes could change fashion advertising  Vogue Business

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