In a Recession Do Not Cut Your Advertising Budget - Make it More Efficient

By Lance Winslow

When recessions hit, one of the first thing that small businesses cut is their advertising budget. Of course, that is the last thing they should cut. You must remember that when every other business including your competition is cutting advertising; your company's advertising spots on radio, cable TV and the newspaper standout doubly.

One of the beautiful things about advertising in tough times, is you will notice special deals from advertising executives, that actually make it affordable and profitable to use. When times are great advertising is subject to huge supply and demand spikes for prime time.

This also goes for issues when competing against politicians during major elections. They take up all the advertising spots leaving fewer for business in prime time. Thus, only not so good time slots are available and also sold out, thus, the few spots that remain are of little value and overpriced.

In the 2008 Presidential Election Season we watched Senator Barrack Obama's campaign spend nearly 500 million dollars in the primary season and this was wonderful news for the media outlets that paid him back dearly with positive articles over negative ones by a margin of 7:1 more than any politician in American History.

This also caused problems for small businesses in many regional media markets that simply could not compete, especially in hard economic times, as the US was entering a recession. The answer was not to give up on advertising, rather to get creative. In a recession a small business has an advantage in getting good deals on advertising, but one must always remember that advertising is a lot about supply and demand.

Lance Winslow - Lance Winslow's Bio. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/.