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Advertising in a Down Economy - PowerPoint PPT Presentation


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Does it pay to advertise into a down market?. In a study of U.S. recessions, McGraw-Hill Research analyzed 600 companies from 1980-1985. The results showed that firms that maintained or increased their advertising expenditures during the 1981-1982 recession averaged significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased advertising. .

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