Firms should avoid cutting back on advertising spend during the downturn, one expert has suggested.

Tony Philpott has suggested that direct mail marketing campaigns are still attracting the attention of potential clients.

Writing in the Irish Times, he explained that although targets cut back on spending during a recession, they do not stop responding to advertising messages.

Citing research by McGraw-Hill, Mr Philpott explained that during the 1980s firms that kept up advertising activities during the downturn experienced higher sales.

“Radio is still heard, TV is still watched, and direct mail is still being opened,” Mr Philpot said. “Unfortunately, as a consequence of the initial shock and awe that comes with a recession, many marketers cut their advertising budgets.”

However, he added that if marketers maintain spend they will reap the benefits.

“If you keep your cool and maintain your advertising presence, when your competitors withdraw their voices from the marketplace your voice will be heard all the louder.”ADNFCR-8000151-ID-18994149-ADNFCR

Related Topics: Direct Mail