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Cutting TV advertising will harm your brand
Brands that are considering riding out the credit crunch by cutting their TV ad budget may be doing long term harm to the exposure of their brand, claims PricewaterhouseCoopers (PwC).
According to research published by PwC, brands that make heavy cuts in their ads are losing the most brand value, especially those cutting from TV.
PwC' s research examined several different markets including airlines, mobile phone operators, electrical appliances and motor insurance. All markets appeared to be effected in someway by the economic downturn; however, the least affected were brand leaders and clear 'value' brands.
Advertisers must target consumers more tactically
A recession opens up new ways to target consumers that are still keen to spend, claims Arena BLM in their new report 'Media in a Recession'.
In the report by the Havas-owned media planning and buying group, it states that some consumers may be better off in a recession and that advertisers need to use media in new ways in order to reach them.
The report suggests that businesses should take advantage of cheaper advertising media and more flexible opportunities on offer by newspapers, TV and radio during a recession.
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