Spotlight: Ask Linda Norfleet

Question: Since the economy has been down the last nine months, my retail business has dropped off significantly. Should I pull all my advertising dollars and wait until consumers regain confidence and spending levels rise?

Answer: According to a new Ad-ology Research study, "Advertising's Impact in a Soft Economy," more than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Conversely, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business. Therefore, it is important to continue to advertise in a down environment to maintain brand awareness and reaffirm consumer’s perception of your business. Another key finding in the Ad-ology Study is that TV, newspaper, direct mail, and Internet top local media from which consumers saw/heard an ad within the last 30 days that led them to take action. Strategic placement of advertising dollars is more important than ever. Be sure and assess your target audience and place your ad dollars with media vehicles that have proven to be the most effective and efficient.