I remember reading a notable case study in my college marketing class.
It was about cereal rivals Kellogg’s and Post. Prior to the Great Depression, their marketing efforts and corresponding market share was comparable. But when hard times hit, Post reacted by pulling their advertising, whereas Kellogg’s doubled their efforts. When the economy rebounded, Kellogg’s market share surged ahead, while Post’s languished, never to again catch their rival.
While I would never tell someone to double their advertising, I am most willing to advise businesses against scaling back. When advertisers stop advertising, readers notice. (I know, because they often ask me about it.)
The absence of a regularly appearing ad where there once was one sends a negative message. It also fails to build and re-enforce the advertiser’s brand to potential buyers – and even places doubt in the minds of existing customers.
You never know when someone will be in the market for new equipment, software, or services, but when they are, you want them to contact you first.
Consistent advertising is the key to making that happen.