Some learned during COVID that staying active with advertising helped their business and allowed them to take market share from others who felt they did not need to or want to advertise. The same is true in a down market. Despite how easy it is to curl up and hide or look for rash cost cutting without purpose, it is not wise to cut advertising during a downturn. This recent study in the Harvard Business Review supports my claims (if for some reason you think they are self-serving).
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