Apothecary

Curing your marketing ills

Advertising and the Economy

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Ad Age has posted an article today about how the advertising industry is not expected to recover in the second half of the year.

The article indicates that there are some beacons of light, primarily in on-line and PR.  The advertising industry has been moving this way for some time.  One can only look at the book The Fall of Advertising and the Rise of PR released all the way back in 2004.  This book forecast that skillfull PR is what will make products sell and not traditional advertising.  The New Rules of Marketing and PR makes a similar claim (although more focused on the on-line component than The Fall of Advertising.

What does this mean for advertising budgets?  That budgets are being released, somewhat, just not for use on the same traditional marketing items.  Newspaper, television, radio are all being hit hard (it likely does not help these mediums that the automobile industry is not marketing in the same numbers either) and their on-line counterparts are receiving more of the marketing budget.    As I have mentioned before this is a poor time to cut advertising budgets, when the recession is finally over you want people to remember that you are still in business.  And you want them purchasing your products and/or services during these lean times as well.

So where does tht leave your marketing budget?  Have you opened your marketing budget yet?  Do you plan to for the 2010 marketing year?  Do you feel you will be using on-line and PR more or using the traditional advertising mediums?

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Written by apothecarycomm

2009/08/10 at 2:48 pm

Posted in Uncategorized

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