Jon Hudson, MEDTHINK COMMUNICATIONS

June 3, 2009

Pharmaceutical Executive

Pharmaceutical Executive, Pharmaceutical Executive-06-03-2009, Volume 0, Issue 0

Research shows that budget cuts on advertising and marketing during times of recession have a long term negative impact.

Jon Hudson

VICE PRESIDENT OF MEDIA AND DIGITAL SERVICES | MEDTHINK COMMUNICATIONS

Research shows that budget cuts on advertising and marketing during times of recession have a long term negative impact. There's an immediate short term savings, but the long term ROI suffers because the lack of visibility may further depress sales and reduce market share. Consistency of messaging is lost during times of relative silence, and companies must spend extra to regain their presence in the market once the economy brightens.

Jon Hudson

In fact, recessions are a time to find great deals. Publishers are more aggressive with rates and offer better positions and integrated campaigns for less dollars. Competitors are likely pulling back on their advertising. There is less clutter and noise in the marketplace and more opportunity for your company to stand out and carve a niche for itself.

If the decision makers can't be convinced that recessions present an opportunity, then it's time to integrate new technology that creates efficiencies, and saves time and money.

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