'Never reduce advertising spend' in recessionary climate

Date: 14th October 2008

The UK's small business sector has been advised not to reduce its advertising budgets during the current economic turmoil.

With many firms looking to cut costs due to the increased difficulty involved in borrowing, marketing could be one of the first expenses to get the chop.

Despite this, one expert believes that businesses have a better chance of surviving the hostile climate if they re-evaluate their advertising spend, rather than cut it all together.

Chris Lake, editor-in-chief of e-consultancy.com, commented: "As marketing budgets are kind of restricted - and people should never reduce their advertising spend in this kind of climate - they have to be much more accountable."

Mr Lake gave an example of this, stating that internet adverts allow businesses to track the effectiveness of their marketing, which is in contrast to immeasurable television advertising.