Thinking Ahead: It was Just a Matter of Time

For a few weeks I have been wondering which companies were going to take advantage of the reduced number of advertisers and lowering rated by expanding their own spend. Its been obvious on the local level, where local businesses have gotten increasingly better placements. Or they have been sending the right bribes to media traffic staff.

On the national level, it looks as they Dr Pepper and Snapple are among the first to raise their spend. A good move in my mind, we'll see if it works the way it has in the past.

Company executives said they decided on the strategy after research firm Nielsen produced a study for them that detailed ad spending patterns during the early 1980s, the last prolonged advertising downturn."We wanted to find out what were the brands that were successful in '83 and '84, coming out of the recession?" said Trebilcock. "What did they do differently than others during the middle of the recession? Uniformly, the thing that came back is they didn't retrench. They reinvested."


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