According to Forrester, marketers are cutting their marketing communications budgets significantly. Are their brands at risk? Yes!
A soft market can be an opportunity. Companies who increase their marketing communications budgets during recession experience a drop in ROI. However, these companies achieve greater market share gains; they are in a better position to reap post-recession profitability. (Strategic Planning Institute, PIMS database)
For more on Forrester go to: http://www.forrester.com/Research/Document/Excerpt/0,7211,47951,00.html.