Do It Right: Advertising in a recession

Don't stop. As rivals retrench, you'll gain a greater 'share of voice' by promoting yourself more. In the recession of the early '90s, with new car sales in freefall, Renault boosted its profits with the Papa/Nicole Clio ads.

Change your focus. Replace gimmicks with a concrete promise of value and reliability. Reassure your customers: show how you can meet their needs.

Know your customers. How are they responding to the downturn? What are they spending and, most importantly, what do they want? Your existing customers will look to trusted brands - don't lose them.

Cut through the gloom. Showing the confidence to invest in promoting your brand sends out the message that you're in it for the long haul.

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