Kate Herzog, Niche Publications Coordinator

Marketing texts are full of success stories about companies who increased their ad budget or maintained it during an economic down turn and came out stronger and more competitive on the other side.

One very well known example of successful advertising in a recession is the Kellogg’s and Post cereal brands race to dominate the breakfast landscape. In the 1920’s, the companies competed fiercely to be number one and were in a dead heat.

When the Great Depression hit, Post cut back their advertising, while Kellogg’s maintained theirs. When the economy rebounded, the race was over. Kellogg’s took control as the lead cereal brand and has maintained their lead ever since. Maintaining your brand awareness and continuing to market your company should be key facets when navigating your business through a tough economy.

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