Don’t cut your marketing budget in a recession

• Main Authors: KUMAR, Nirmalya, PAUWELS, Koen
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: Marketing; advertising; recessions; Covid; coronavirus; Singapore Airlines; Coca-Cola; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6592; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7591/viewcontent/Marketing_Recession_2020_av.pdf
• Institution: Singapore Management University

Most companies reduce spending in recessions, especially on marketing items that may be easier to cut (certainly relative to payroll). Right now, advertising agencies are struggling to stay afloat, and Google and Facebook are reporting substantially lower ad revenues as marketing spending dives with...