Advertising in a recession

We all know it, we all see it – the world is in a recession. Companies and individuals alike have had to seriously curb their spending. Unfortunately, many companies try to combat the lack of money coming in by cutting back on advertising spend – not seeing that lowering how much advertising they put out will only lower their sales even further, making the problem worse.

So how can you be expected to spend more on advertising in tough times? Well, you don’t have to. I am not saying SPEND more just DO more and do it SMARTER.


6a00d83451aee269e201156f4c225a970c-500wi  “In Joburg…mall roving dogs were trained to run around with empty Eukanuba dog food bags as part of an ambient marketing campaign for the brand.” (Cherryflava)


This campaign for dog food would have certainly cost far less than a massive billboard on the N3 and has so much more impact (interesting creative things like this become viral so easily). If anything, having less to spend is an incentive to be more creative.

So, if you really want to combat the global recession, don’t cut costs in the advertising department too much. You are going to need to step out of your comfort zone and stop doing your usual TV, radio and print and try find something that will get you a lot of exposure for a tenth of the price.


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4 Responses to “Advertising in a recession”

  1. Jayshree Says:

    Good read!You should perhaps talk about this in,a website that discussec issues related to recession.It would be an insight for many people.

    • Bradley Seaton-Smith Says:

      Thanks Jayshree, I am glad you liked it and appreciate the response. I will check out the site now.

  2. U K Jayadev Says:

    Mr.Bradley Seaton-Smith,

    An excellent blog. It clearly shows the innovative streak in human kind. Whoever thought of using a dog to advertise a product for dogs? It is pure genius. Yes, ingenuity in advertising is more important these days of recession and should be embraced by all firms that harp on the mantra of cut backs in spending. You need not spend a lot but you certainly CAN spend wiser. Thank you for your thought provoking blog. I hope you will continue to edify us in this matter further.

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