Many brands are cutting down their advertising spend to cope with the economic downturn. Yet these periods can actually be an opportunity for smaller companies to get ahead and come out stronger on the other side.
According to the market research firm PIMS (Profit Impact of Market Strategy), businesses that invest in marketing during a recession typically see a return on investment of more than 4% in the short term, as well as gaining market share three times faster in the two years following a recovery. (via Readers Letter in Marketing Magazine October 2008)
