The State Of Advertising

If you search for “NASCAR sponsorship problems” at Google, there are over half-a-million results. NASCAR has seen a huge decline in advertisers. So much so, that entire race teams have been laid-off. It’s not just racing that is being hurt in this economic downturn. Most professional sports, such as the PGA, are feeling the crunch.

Print advertising is also under pressure. Newspapers have been failing at a rapid rate including some of the nations biggest and oldest. (See the Philadelphia Inquirer and Philadelphia Daily News)

Don’t Throw the Baby Out with the Bathwater
Yes, it is important for companies to examine the effectiveness of their marketing. Perhaps sports sponsorships and print advertising are not wise places to place your advertising budget. However, the current economic crisis calls for companies to do a better job of advertising than ever before. During the great depression, President Franklin D. Roosevelt said if he could do it all over again he’d “go into the advertising business in preference to almost any other. The general raising of the standards of modern civilization among all groups of people during the past half century would have been impossible without the spreading of the knowledge of higher standards by means of advertising.”

Internet advertising is one of the best returns on investment. For instance, there is a huge readership for employment opportunities and help wanted advertising. It’s a great time for a company to find the best qualified workers. It’s also a good way for a publisher to reach a wider audience.

Some of the other industries that are discovering the benefits of advertising during this economic downturn include:
Real Estate Foreclosures, Builders and Contractors for Energy Conservation, Doctors, Practitioners, Health & Wellness, Lawyers, Attorneys and Law Offices and Credit Repair Agencies.

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