Marketing decisions can be difficult in these times. Thankfully, there is a treasure trove of marketing effectiveness best practices from prior economic cycles that can help advertisers stay relevant and protect future sales.

Martin Sorrell told me the idea of marketers spending their way through this specific crisis as “complete nonsense,” given the existential threats so many companies currently face. “

In all the conversations I have had, [with business leaders], there is no long term now: it’s a total focus on the short term,” he said. “All bets are off.”

Here is the evidence.
For example: 1981-82: McGraw-Hill Research showed firms that maintained or increased ad expenditures averaged significantly higher sales growth during the recession and for the following three years. Out of the 600 business-to-business companies analyzed, the companies that cut advertising in the recession of 1981/82 increased sales by only 19% between 1980 and 1985, less than companies that did continue to advertise. Companies that continued to advertise in 1981/82 enjoyed a 275% sales increase.

Should you advertise in a downturn? Research from the IPA suggests that you should. The instinct in a downturn –

Changing Perceptions Through TV AdvertisingHow do leading brands like Samsung and Facebook successfully navigate through a brand crisis? With messaging that drives immediate scale in a premium, equity-building environment.