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Terrace Review — Wednesday, August 14, 1991 A9

_ Bax East, the politicians and the financial fortune-tellers are saying the recession is over. But out .
-on the floor, your sales staff has a different story. Customers are spending warily, if at all, and inventory.
is sitting around too long... if this is a recovery, we're all in trouble. It looks like time to cut some costs.

But have you thought about what you want your market position to be when the economic
recovery really arrives? If you pull in your advertising budget in the tough times, who is going to
remember you when the money starts flowing again? | |

: - The businesses that survived one.
economic plunge after another in the

course of this century were the same

McGraw-Hill Hesearch, 1986

ae

A ones, studies show, that continued

i aggressive advertising campaigns and
kept their market share intact during the

= hard times. Compared to competitors

with’ equal sales going into the down- .

turns, persistent advertisers came into the
upswings with sales advantages .
averaging 3.2 to 1 against their non-
advertising competitors. 7

Effects of Advertising in a Recession on sales
(Indices) : 375

S Companies that Maintained
or increased advertising in
Both 1981 and 1982,

Companies that Eliminated
or Decreased Advertising in
Both 1981 and 1982 195

Campbell’s, Coca-Cola, Ivory,
Kelloge’s, Kodak, Lipton, Wrigley... do
these names sound familiar? All were
market leaders in 1925 who increased

their advertising budgets during the |
1930’s depression. They're still market oem
leaders in 1990. Can you recall the names -
of their 1925 competition? re
Neither can anyone else.

ES

1980

SCC ' ; a
1981 1982 1983 1984 1985

Any business cap dry up a bit during a recession,
- Only the timid ones get blown away. ne

Keep your enterprise in the front and centre of the mins of people whe read in Terrace

«JACK BECK Sales Representative
cn | Tel (604) 635-7840 oo.
Fax (604) 635-7269.

Residence (604) 635-2608

> > Terrace Review
~2. 4535 Greig Avenue
-. Terrace, British Columbia
_ V8G 1M7 -

PUBLISHED BY CLOSE UP
BUSINESS SERVICES LTD.

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