Cutting your budget during a recession?

A short-term reaction is never as effective as long-term investment.

Increasing marketing spend in recession helps to grow profits faster in recovery.

Evidence from the IPA that companies that increased their marketing budgets during tough markets, created a competitive advantage that helped them report higher average profit and better market share growth when the economy recovered.

One of a series of from the IPA Effworks FT Reports into how advertising works and the most effective advertising strategies.

The IPA and the FT, along with EffWorks, a cross industry marketing initiative, have partnered to support more effective advertising by businesses.