11/05/2020
Did you know?
In the 1920s, Post was the category leader in the ready-to-eat cereal category. During the Great Depression, Post cut back significantly its advertising budget, and rival Kellogg’s doubled it's advertising spend, investing heavily in radio and introducing a new cereal called Rice Krispies, featuring “Snap,” “Crackle” and “Pop.” Kellogg’s profits grew by 30%, and the company became the category leader, a position it has maintained for decades.
With talk of a possible economic slowdown, numerous case studies have pointed out that marketers should not cutback on their advertising. Those advertisers that maintain their "share of voice" or change their ad message to emphasize value, often end up with a higher "share of market".