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advertising in a downturn
Should you advertise in a downturn? Research from the IPA suggests that you should.
The instinct in a downturn – like the current coronavirus pandemic – is to reduce advertising in anticipation of lower sales. But just as in ‘good times’, reducing your SOV will impact your SOM, and could have long lasting implications.
Although this paper is 10 years old, Peter Field confirms that the arguments still hold true today.
