Advice: Focus, don’t reduce, advertising

The year started off with 10.8 percent unemployment, the stock market in a slide, 12 million jobless and huge manufacturing declines because of a slumping auto industry.

It was also a year when "An Officer and a Gentleman" was the top grossing movie and The Steve Miller Band had a single topping the music charts.

However companies that maintained or increased their advertising during the 1982 recession averaged significantly higher sales growth, both during the recession and in the following three years, according to a study by McGraw-Hill.

In fact, the study that tracked 600 companies found those with steady or increased advertising budgets experienced sales increases 256 percent higher by 1985 than companies that pulled back on marketing.

By JO DEE BLACK • Tribune Business Editor

Full Story: http://www.greatfallstribune.com/article/20090326/BUSINESS/903260313

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