Advertising During Times Of Economic Uncertainty

The Importance & Value of B2B advertising during times of economic uncertainty 2009

Introduction ,[object Object],[object Object],[object Object],[object Object]

2009 ‘BtoB’ Survey ,[object Object],*Poll of 162 business-to-business marketers participating in a BtoB webcast during October 2008

‘ BtoB’ Survey ,[object Object],*BtoB online survey of 684 business-to-business marketers conducted during the last week of January and first week of Feb. 2008

Yankelovich/Harris Study 1 ,[object Object],[object Object],[object Object],[object Object],1 2001 Yankelovich Harris Study

Yankelovich/Harris Study % of execs who agree with below statements

Yankelovich/Harris Study Conclusions ,[object Object],[object Object],[object Object],[object Object]

Proactive Marketing for better business performance ,[object Object],[object Object],[object Object],[object Object],1 Pennsylvania State University: ISBM Report, Raji Sriniva, Gary Lilien, and Arvind Rangaswamy, 2002

Proactive Marketing for better business performance ,[object Object],[object Object],[object Object]

Conclusions of Previous Studies ,[object Object],[object Object],[object Object],1 McGraw Hill Laboratory of Advertising Performance (LAP): 1985 2 American Business Press: 1974 – ‘75

Conclusions of Previous Studies ,[object Object],[object Object],1 Buchen Advertising Inc. 1949, ’54, ’58, ‘61 2 Harvard Business Review: 1923

Summary When times are good, you should advertise. When times are bad, you must advertise.

Advertising During Times Of Economic Uncertainty

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