By John Malmo
http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-764501.mp3
Memphis, TN – A stack of studies prove that companies that don't reduce advertising during a recession come through a recession better, recover, and start growing again more quickly. Recessions are times when clients question everything they're doing, including advertising. Especially advertising. If you sell to businesses, get out of your office and start making calls today. Don't cut back on advertising. You'll have a harder time getting back on track once the economy rebounds.
John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book of 110 two-minute business principles - go to johnmalmo.com.