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.