In economic downturns the advertising industry always deals with corporate executives and CFO's making across the line cuts to simply stick with what they feel are the tried and true marketing investments. Essentially, they all board the flight to quality. In most cases, in my opinion, they go for a short term save and take their eye off of properly managing the brand long term.

Really though - Can you blame them?

The experimental budgets get wiped out, and the monies left get allocated to comfort medias.

HOWEVER, with the proliferation of new technologies and media a good, quick look at the current landscape and consumer behavior ­ old school corporate execs should make sure that they get on-board the right flight. You see, quality has moved addresses.

Make sure that the senior level execs at your company know the new address of quality.:) Wouldn't want to see brands throwing their money into the old home address of quality. That old address is now occupied by noisy neighbors that nobody pays attention to.

Just a thought.

Spend wisely

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