Elissa_Chp7

This article from Forbes emphasizes the importance of spending money on marketing during a recession. When a company is struggling, one of the first things it tends to cut is a marketing budget, because most companies see it as a "secondary" function. However, studies show that the brands most likely to survive a recession are the ones that continue to reinforce their brand image and consciously promote themselves through a recession. Such brands also tend to have a boom of sales as soon as the recession ends. I especially appreciated this article because it was written in 2008, the start of the housing crisis and ensuing recession.
http://www.forbes.com/2008/12/01/advertising-recession-wharton-ent-sales-cx_1201whartonadvertising.html