Study: Cutting Spending Hurts Brands Long Term†

Following Boom/Bust Cycle Flirts With Danger

Advertising Age, April 6, 2009 — Household and personal care might once have seemed recession-resistant, but last year U.S.-based personal-care marketers actually cut ad spending faster than the general market. That could be potentially damaging for their brands, according to one study that shows that marketers that cut spending during a downturn lost share to private labels — share they didn't regain.