When budgets are cut, marketing is often first in line. But in his classic book, Ogilvy on Advertising, David Ogilvy says cutting back on marketing can be a false economy – especially in a recession. ‘If you stop advertising a brand which is still in its introductory phase, you will probably kill it – forever. Studies of the last six recessions have demonstrated that companies which do not cut back their advertising budgets achieve greater increases in profit than companies which do cut back.’ (more…)