While I was interested to read Sean Brierley’s argument regarding advertising spend in a recession, I did not feel that he sufficiently addressed the key issue – budgets. Of course there is little point in creating a huge advertising spend if the advertising is not working, but there is a world of difference between the superbrands mentioned, which have a choice as to where, and indeed whether, they cut costs, and the majority of businesses in this country.
Budgets are already trickling from advertising down to responsive marketing. And everywhere companies are searching for ways of improving results while reducing spend. In this recessionary environment, astute companies are enhancing their profile in a far more cost-effective manner using partnership marketing. Clever affinity partnerships allow brands to target the right prospects, cutting down their above-the-line spend. In these economically straightened times, partnership marketing provides a cost-effective method of increasing both brand awareness and sales.