Is it a mistake to cut ad spending?
It very well could be, based on the results in a recent Ad-ology study, Advertising's Impact in a Soft Economy.
The study finds that advertising appears to play a key role in consumers’ view of how a business is doing, and by not advertising, businesses may be sending a warning signal to current and potential customers.
The study goes on to note that businesses that continue to advertise are perceived by consumers to be competitive in their marketplace and committed to doing business. It just adds additional substance to the old statement that marketing and new business efforts, when committed to, just cannot fail.
Developing B2B ad campaigns that get results is an area of expertise for MLT Creative. We provide innovative strategies, visuals and copy that focus on all of your marketing touch points.
Glenn Taylor is a Senior Creative Director and Partner with MLT Creative, an Atlanta advertising agency specializing in B2B marketing.