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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. June / 21 / 2021

Conduct Board Issues Advisories on Lawyer Advertising - Court News Ohio
Conduct Board Issues Advisories on Lawyer Advertising  Court News Ohio

3 Steps to Leverage Data and Combat Rising Advertising Costs - Senior Housing News
3 Steps to Leverage Data and Combat Rising Advertising Costs  Senior Housing News

Regulating Social Media Advertising Before It's Too Late - The Media Line
Regulating Social Media Advertising Before It's Too Late  The Media Line

Advertising banner caused da Costa's Puebla FE crash - Motorsport.com
Advertising banner caused da Costa's Puebla FE crash  Motorsport.com

Longtime Mob Scene President of Creative Advertising Jeff Lamont Leaves Agency to Launch Brand X Productions: - SHOOT Online
Longtime Mob Scene President of Creative Advertising Jeff Lamont Leaves Agency to Launch Brand X Productions:  SHOOT Online

Google hit with €220m penalty in France over advertising - Technowize
Google hit with €220m penalty in France over advertising  Technowize

Advertising Features | communitynews.org - Community News
Advertising Features | communitynews.org  Community News

Instacart's Pitch Deck Shows Big Advertising Ambitions - Business Insider
Instacart's Pitch Deck Shows Big Advertising Ambitions  Business Insider

View TV Group Selects CommScope Advertising Technology as Part of its Broadcast-Grade Connected TV Solution - Valdosta Daily Times
View TV Group Selects CommScope Advertising Technology as Part of its Broadcast-Grade Connected TV Solution  Valdosta Daily Times

How energy-generating advertising signs are accelerating the global transition - Innovation Origins
How energy-generating advertising signs are accelerating the global transition  Innovation Origins

FranX | Franchise Digital Advertising for Dummies - 1851 Franchise
FranX | Franchise Digital Advertising for Dummies  1851 Franchise

Best Stocks To Buy Other Than Meme Stocks? 5 Advertising Stocks To Watch - Entrepreneur
Best Stocks To Buy Other Than Meme Stocks? 5 Advertising Stocks To Watch  Entrepreneur

Ads Creative Studio will consolidate Google’s various creative advertising tools - Search Engine Land
Ads Creative Studio will consolidate Google’s various creative advertising tools  Search Engine Land

Advertising the advertising industry - The Media Online
Advertising the advertising industry  The Media Online

Vascular Disease: Sponsored Advertising by AdventHealth - FOX 35 Orlando
Vascular Disease: Sponsored Advertising by AdventHealth  FOX 35 Orlando

California woman sues Red Lobster claiming false advertising: report - Fox Business
California woman sues Red Lobster claiming false advertising: report  Fox Business

Slow Big Tech with a digital advertising tax - The Register-Guard
Slow Big Tech with a digital advertising tax  The Register-Guard

Instagram has now started rolling out advertising on Reels globally - Digital Information World
Instagram has now started rolling out advertising on Reels globally  Digital Information World

Introducing DigitalReef, Full-Suite Advertising Technology Platform and Mobile Marketing Company - Merger of Five Companies Offers a Gateway to LATAM - AiThority
Introducing DigitalReef, Full-Suite Advertising Technology Platform and Mobile Marketing Company - Merger of Five Companies Offers a Gateway to LATAM  AiThority

Top 3 Predictions for Digital Advertising Industries for 2021 - EIN Presswire - EIN News
Top 3 Predictions for Digital Advertising Industries for 2021 - EIN Presswire  EIN News

Mob Scene Partner And Creative Advertising Boss Jeff Lamont Exiting Agency - Deadline
Mob Scene Partner And Creative Advertising Boss Jeff Lamont Exiting Agency  Deadline

Leraging AI to Fill 'Creativity Gap' With Results-Driven Advertising Ideas - AiThority
Leraging AI to Fill 'Creativity Gap' With Results-Driven Advertising Ideas  AiThority

Does paid social have a place in advertising for fashion brands? - The Drum
Does paid social have a place in advertising for fashion brands?  The Drum

Marketing Marmite: how an advertising agency started a culture war - The Economist
Marketing Marmite: how an advertising agency started a culture war  The Economist

Adevinta, eBay clear final hurdle in $13 bln advertising tie-up - Reuters
Adevinta, eBay clear final hurdle in $13 bln advertising tie-up  Reuters

Price of 2022 Model S with advertising - Tesla Motors Club
Price of 2022 Model S with advertising  Tesla Motors Club

Apple and Google are forcing a rethink in advertising, ad guru Maurice Levy says - CNBC
Apple and Google are forcing a rethink in advertising, ad guru Maurice Levy says  CNBC

Are advertisers coming for your dreams? - Science Magazine
Are advertisers coming for your dreams?  Science Magazine

Coca-Cola Sued for False Advertising Over Sustainability Claims - Earth Island Journal
Coca-Cola Sued for False Advertising Over Sustainability Claims  Earth Island Journal

The EU will investigate Google for possible monopoly in the advertising market – Explica .co - Explica
The EU will investigate Google for possible monopoly in the advertising market – Explica .co  Explica

Social media stars under fire for flouting rules on advertising - The Guardian
Social media stars under fire for flouting rules on advertising  The Guardian

Advertising and Android apps: A detailed study of data privacy - Tech Xplore
Advertising and Android apps: A detailed study of data privacy  Tech Xplore

Sponsor, Exhibit, and Advertise at Hybrid Conference with RCPA, MDCBH, and AND - RCPA
Sponsor, Exhibit, and Advertise at Hybrid Conference with RCPA, MDCBH, and AND  RCPA

Consumers and Advertisers Oppose Facebook’s MTD in Antitrust Litigation - Law Street Media
Consumers and Advertisers Oppose Facebook’s MTD in Antitrust Litigation  Law Street Media

Advertising platform Skai reaches deal with Gopuff - FreightWaves
Advertising platform Skai reaches deal with Gopuff  FreightWaves

Media and Games Invest intends to acquire the digital advertising platform Smaato from Shanghai Qiugu Investment Partnership - Yahoo Finance UK
Media and Games Invest intends to acquire the digital advertising platform Smaato from Shanghai Qiugu Investment Partnership  Yahoo Finance UK

'K-Craft' in Times Square, New York - 2021 Cheongju Craft Biennale Global Advertising Project Started - PRNewswire
'K-Craft' in Times Square, New York - 2021 Cheongju Craft Biennale Global Advertising Project Started  PRNewswire

Asia Pacific Advertising Forecast for Digital Rebound, Says Study - Variety
Asia Pacific Advertising Forecast for Digital Rebound, Says Study  Variety

Rudd Center: New Study Finds Fast-Food Companies Spending More on Advertising, Disproportionately Targeting Black and Latino Youth - UConn Today
Rudd Center: New Study Finds Fast-Food Companies Spending More on Advertising, Disproportionately Targeting Black and Latino Youth  UConn Today

Roughly 100 Californians are suing Red Lobster over false advertising claims - PennLive
Roughly 100 Californians are suing Red Lobster over false advertising claims  PennLive

Elon Musk “Protecting Millionaires” Advertising is Digital “Resistance” Art - Illinoisnewstoday.com
Elon Musk “Protecting Millionaires” Advertising is Digital “Resistance” Art  Illinoisnewstoday.com

New Data Shows $30 Billion Streaming Advertising Disconnect Among Publishers, Brands and Consumers - Business Wire
New Data Shows $30 Billion Streaming Advertising Disconnect Among Publishers, Brands and Consumers  Business Wire

Magazine Advertising Market is expected to have a negative CAGR of -0.23% amid COVID-19 Spread | SpendEdge - PRNewswire
Magazine Advertising Market is expected to have a negative CAGR of -0.23% amid COVID-19 Spread | SpendEdge  PRNewswire

Red Lobster sued for alleged deceptive advertising - Springfield Business Journal
Red Lobster sued for alleged deceptive advertising  Springfield Business Journal

Seven West Media expects fiscal year revenue to skyrocket as advertising recovers - Illinoisnewstoday.com
Seven West Media expects fiscal year revenue to skyrocket as advertising recovers  Illinoisnewstoday.com

How Packvertising Became The New Advertising 06/21/2021 - MediaPost Communications
How Packvertising Became The New Advertising 06/21/2021  MediaPost Communications

TikTok Charges Up to $2 Million a Day for Top Advertising Spots - Bloomberg
TikTok Charges Up to $2 Million a Day for Top Advertising Spots  Bloomberg

California woman sues Red Lobster for 'deceptive advertising' of 'sustainable' Maine lobster - Bangor Daily News
California woman sues Red Lobster for 'deceptive advertising' of 'sustainable' Maine lobster  Bangor Daily News

Taxing digital advertising could help break up big tech - MIT Technology Review
Taxing digital advertising could help break up big tech  MIT Technology Review

Instacart Reveals New Advertising Initiative To Support Black-Owned Brands - Forbes
Instacart Reveals New Advertising Initiative To Support Black-Owned Brands  Forbes

Advertising Management Platform Market is Anticipated to Record the Rapid Growth and Prominent Players Analysis – WEIS - WEIS
Advertising Management Platform Market is Anticipated to Record the Rapid Growth and Prominent Players Analysis – WEIS  WEIS

GB News: Piers Morgan attacks Ikea for pulling advertising from news channel - BBC News
GB News: Piers Morgan attacks Ikea for pulling advertising from news channel  BBC News

The big shift: From advertising creating influencers to influencers creating advertising - afaqs
The big shift: From advertising creating influencers to influencers creating advertising  afaqs

UK Advertising Census Reveals Industry Views on Equality - Adweek
UK Advertising Census Reveals Industry Views on Equality  Adweek

Google to change global advertising practices in landmark antitrust deal - Reuters
Google to change global advertising practices in landmark antitrust deal  Reuters

Kijiji partners with InfoSum to create cookieless advertising experience - AIM Group
Kijiji partners with InfoSum to create cookieless advertising experience  AIM Group

Facebook will begin beaming advertisements into virtual reality - TechCrunch
Facebook will begin beaming advertisements into virtual reality  TechCrunch

NCOA collaborates with Google to remove Ageism from Advertising - Inside NoVA
NCOA collaborates with Google to remove Ageism from Advertising  Inside NoVA

The Pitch: Advertising and marketing news for 6.8.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 6.8.21  RichmondBizSense

1 Advertising Stock With Huge Upside Potential - The Motley Fool
1 Advertising Stock With Huge Upside Potential  The Motley Fool

Where Google’s Advertising Chief Searches for Insight - The Wall Street Journal
Where Google’s Advertising Chief Searches for Insight  The Wall Street Journal

Global ad industry's first diversity and inclusion census gets underway | Advertising - Campaign Asia
Global ad industry's first diversity and inclusion census gets underway | Advertising  Campaign Asia

Amazon Advertising Rates Soar in Pandemic-Fueled Surge - Bloomberg
Amazon Advertising Rates Soar in Pandemic-Fueled Surge  Bloomberg

Facebook Advertising Boss Carolyn Everson Leaving the Social-Media Company - The Wall Street Journal
Facebook Advertising Boss Carolyn Everson Leaving the Social-Media Company  The Wall Street Journal

Why AI Powered Creative Is The Most Important Change In Advertising Development History - Forbes
Why AI Powered Creative Is The Most Important Change In Advertising Development History  Forbes

Advertising Could Be Amazon's Biggest Source of Profits in 2021 - The Motley Fool
Advertising Could Be Amazon's Biggest Source of Profits in 2021  The Motley Fool

Google follows Apple's lead and makes it harder for advertisers to track users on Android - CNBC
Google follows Apple's lead and makes it harder for advertisers to track users on Android  CNBC

Western Digital to Settle SMR HDD False Advertising Class Action Lawsuit - Tom's Hardware
Western Digital to Settle SMR HDD False Advertising Class Action Lawsuit  Tom's Hardware

Firefox finds users not that keen on advertising - Fudzilla
Firefox finds users not that keen on advertising  Fudzilla

Portuguese Football Federation and Advertising Self-Regulation Entity Cautions Against Ambush Marketing During Euro 2020 - Lexology
Portuguese Football Federation and Advertising Self-Regulation Entity Cautions Against Ambush Marketing During Euro 2020  Lexology

The Pitch: Advertising and marketing news for 5.25.21 - RichmondBizSense
The Pitch: Advertising and marketing news for 5.25.21  RichmondBizSense

Cayuga Health receives two National Healthcare Advertising Award - WENY-TV
Cayuga Health receives two National Healthcare Advertising Award  WENY-TV

Convicted for 'advertising' abortion, German doctors are fighting to share the facts - CNN
Convicted for 'advertising' abortion, German doctors are fighting to share the facts  CNN

Meet the Agency Disrupting Advertising By Creating Influencers - Entrepreneur
Meet the Agency Disrupting Advertising By Creating Influencers  Entrepreneur

Google Advertising Policy Opens Doors To Wider Bitcoin Community - Forbes
Google Advertising Policy Opens Doors To Wider Bitcoin Community  Forbes

Google Clarifies Its Stance On Post-Cookie Advertising IDs – And It's Not Good For Ad Tech - AdExchanger
Google Clarifies Its Stance On Post-Cookie Advertising IDs – And It's Not Good For Ad Tech  AdExchanger

Global, U.S. Ad Spending to Hit Records on COVID Rebound: Forecast - Hollywood Reporter
Global, U.S. Ad Spending to Hit Records on COVID Rebound: Forecast  Hollywood Reporter

Online Advertising Platform Market Size and Forecast to 2027 | Key Players – Facebook, Google, WordStream, Sizmek, Marin Software, DataXu, BaiDu, WeiBo – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Online Advertising Platform Market Size and Forecast to 2027 | Key Players – Facebook, Google, WordStream, Sizmek, Marin Software, DataXu, BaiDu, WeiBo – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

MB Advertising launches new version of online showroom event platform – Car Dealer Magazine - Car Dealer Magazine
MB Advertising launches new version of online showroom event platform – Car Dealer Magazine  Car Dealer Magazine

Ogilvy's Carla Hendra: Power and Privilege in Advertising - Harvard Business Review
Ogilvy's Carla Hendra: Power and Privilege in Advertising  Harvard Business Review

Global Online Advertising Market SWOT Analysis, Key Indicators, Forecast 2027 : Google LLC, Microsoft Corporation, Twitter Inc., LinkedIn Corporation, Facebook Inc., Baidu Inc. – The Manomet Current - The Manomet Current
Global Online Advertising Market SWOT Analysis, Key Indicators, Forecast 2027 : Google LLC, Microsoft Corporation, Twitter Inc., LinkedIn Corporation, Facebook Inc., Baidu Inc. – The Manomet Current  The Manomet Current

In- App native advertising Market Demand, Growth, 360-Degree Industry Research Report with Key Players like One By AOL, Tapjoy, InMobi, Google AdMob, Chartboost – The Manomet Current - The Manomet Current
In- App native advertising Market Demand, Growth, 360-Degree Industry Research Report with Key Players like One By AOL, Tapjoy, InMobi, Google AdMob, Chartboost – The Manomet Current  The Manomet Current

Could Tesla Commercials Be Coming? Musk Suggests Advertising Under Consideration - Benzinga
Could Tesla Commercials Be Coming? Musk Suggests Advertising Under Consideration  Benzinga

Health campaigners question alcohol advertising at Euro 2020 - News Post Leader
Health campaigners question alcohol advertising at Euro 2020  News Post Leader

Facebook and Its Advertisers Feel Pinch of Apple’s Privacy Drive - The Wall Street Journal
Facebook and Its Advertisers Feel Pinch of Apple’s Privacy Drive  The Wall Street Journal

Mozilla Is Resuming Facebook Advertising For The First Time In Years To Educate Users About Data-Driven Targeting - Forbes
Mozilla Is Resuming Facebook Advertising For The First Time In Years To Educate Users About Data-Driven Targeting  Forbes

Inside Google’s Vision for Privacy-Safe Advertising - Adweek
Inside Google’s Vision for Privacy-Safe Advertising  Adweek

4 Ways Agencies Can Onboard CTV Advertising With Ease - Business 2 Community
4 Ways Agencies Can Onboard CTV Advertising With Ease  Business 2 Community

Is This Growth Stock the Future of TV Advertising? - Motley Fool
Is This Growth Stock the Future of TV Advertising?  Motley Fool

EU Antitrust Lawmakers Mull Formal Probe Into Google's Digital Ad Unit - pymnts.com
EU Antitrust Lawmakers Mull Formal Probe Into Google's Digital Ad Unit  pymnts.com

Removal of advertising from GB News ‘shows democracy being undermined’ - Evening Standard
Removal of advertising from GB News ‘shows democracy being undermined’  Evening Standard

Amazon Advertising: New Features & Opportunities for Brands - Search Engine Journal
Amazon Advertising: New Features & Opportunities for Brands  Search Engine Journal

US advertising employment stayed flat in May 2021 - AdAge.com
US advertising employment stayed flat in May 2021  AdAge.com

Roku Stock Looks Attractive, Especially As Advertising Revenue Grows - Investorplace.com
Roku Stock Looks Attractive, Especially As Advertising Revenue Grows  Investorplace.com

Why Now Is the Right Time to Advertise With Video (If You Aren't Already) - Search Engine Journal
Why Now Is the Right Time to Advertise With Video (If You Aren't Already)  Search Engine Journal

Latest Report on Display Advertising System Market size with Leading Key Players, Market Trends, Demands, Key Applications, Type and Forecast 2028 – KSU | The Sentinel Newspaper - KSU | The Sentinel Newspaper
Latest Report on Display Advertising System Market size with Leading Key Players, Market Trends, Demands, Key Applications, Type and Forecast 2028 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Cannes Lions 2021 will put the spotlight on purpose | Advertising - Campaign Asia
Cannes Lions 2021 will put the spotlight on purpose | Advertising  Campaign Asia

Audience Town Enhances Real Estate Advertising Platform - MarTech Series
Audience Town Enhances Real Estate Advertising Platform  MarTech Series

Bitcoin 'time to buy' ad banned in the UK for being irresponsible - CNBC
Bitcoin 'time to buy' ad banned in the UK for being irresponsible  CNBC

How Google is trying to keep advertisers happy while also improving user privacy - CNBC
How Google is trying to keep advertisers happy while also improving user privacy  CNBC

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