June 1st, 2008 by admin

Many brand advertisers drastically cut their advertising during recessions seeking to conserve cash. Since branding is most often a long term investment, it becomes less important than a healthy balance sheet. For the cost of 30 seconds in prime time, advertisers can fund dozens of airings across a broad range of stations.

In our new, consumer-driven, fragmented media universe, consumers are seeking more relevant information at more touchpoints. And, when times get tough, consumers do more comparison shopping. They track down the best deals, clip coupons and wait for discounted offers. They tune out messages that are not relevant to the problems in their lives right now.

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healthy balance