86% of executives say B-to-B ads in a down economy helps keep advertisers top-of-mind in their purchase decisions, according to a Yankelovich/Harris study.
Another 86% say the advertising makes the executives feel more positive about that company’s commitment to its products.
Brands that spend for ads in recessions earn higher than average sales growth for three years after a downturn, finds McGraw-Hill Research.
Direct mail volume fell an average 12.1% in 2008 in the verticals tracked by Mintel Comperemedia. Mortgage mailings led with a 38.8% drop, followed by a 21.8% fall in credit card mailings, 16.6% fewer tech offers and 9.4% less from auto vendors.
