If you are seeking a new grounds for growth and success,
it’s time to adopt changes in your global marketing approach.

"It is historically true in any industry, the easiest time for a company to gain market share is during downturns"
Doug Van Dorsten - analyst Thomas Wiesel Partners

Should you cut on your ad spend during economic downturn?
For most companies, the first action to take during a challenging financial period is to slash on branding and marketing budgets. It is one of the fastest ways to reduce expenses. Very seldom do these companies take a moment before cutting back on expenses such as  marketing activities to ask themselves whether it would be worth it in the long run. This is especially important considering that money spend on A&P is a long run process and an economic downturn usually last only one to two years.

Savvy marketers would advice companies to resist the temptation of cutting their marketing budgets in any economic situation. Instead, they should push their brand messages during difficult periods even harder when there is less competition as competitors themselves may also be cutting back on their spending on marketing expenses.

Expert emphasize how vital it is for companies to implement a long term plan encompassing three to five years, including strategies for recession and post-recession recovery. Most marketers make the mistake of taking short-term perspective. This involves slashing the marketing budget as they believe it to be a cost that should be sacrificed to “protect” other costs. “Companies have to treat the marketing budget as an investment", as its help to build brand equity and brand value in the long run. Furthermore it is a way to emerge from recession strongly, gaining market share as well as improving profitability .