- 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.
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