Almost three years ago, I wrote an article for the Central Penn Business Journal as a guest editor regarding Media Management in Challenging and Changing Times*. At that time, our economy was truly in the throes of a recession and I was hearing many clients and other business owners say that they couldn’t afford to advertise their businesses. They were under the false assumption that they would be ‘saving money’ by cutting advertising budgets. Business owners were caught between the need to gain new business and eliminate expenses.
My answer to that age-old question, to advertise or not to advertise, has not changed. How can a business afford NOT to advertise?
