The Technology of Advertising

Louis Ruikeyser said it very well

During the last recession, he offhandedly dropped a line that relates to advertising. His statement went, “The companies who will be least affected are the high-visibility leaders in their field.”

This correlates to previous studies that have to do with the effect of advertising. The Morrill Report, the Cahners Study and others. They found that during a recession, those who have communicated on a regular basis in the past will be least affected by recessions and will be the first and strongest to make a comeback.

We don’t view advertising and sales promotions as a cure-all, but the documented, positive effects of a sound communications program are too pervasive to ignore.