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There’s an old saying in our company, “In good times, but you have to advertise in the bad times, you have to.”

Of course, a man who has, an advertising agency said.

But when you get around the obvious sales pitch, it’s true. Amplifier in the ad, we recommend all our customers that the ads worked as a broker. Of course, everyone wants a return on your investment, and yes, I must acknowledge the desire to want to come back sooner or later. But the stock market often does not work like that. This is not a market. The best type of branding strategy is one that plans for the long term. This type of ad does not leave when things blow to the economy. In fact, it grows.

My sources said the company increased buying of media. They are Dennis Haysbert spokesman, who tells us that we are in the worst economy in 70 years, but we can go through it. And we will. And Allstate helped by doing this and that. In fact, Dennis says that when Allstate challenge to understand, since the company started in the middle of the economic depression in 1931.

This is a very smart marketing. Allstate has empathy with consumers, while they sell. They also use media available and the time to plant a seed in the long run. Although life is full of changes, people do not like change. And in the months and years ahead as customers think of insurance, their top-of-mind awareness, and preference to companies that never go out of business. So while other insurance companies to cut back on advertising and even save money, because the country is moving economic Allstate actually gain more market share.

You think I’m wrong. Think again, McDonalds, Coca-Cola, Tide – they are all number one brand in each category and they never stop advertising. Even in restaurant company did it too. In fact, I’ve noticed that if the economy sinks lower, the Coca-Cola billboard appears to be rising. After all, what is more American, more entertaining than Coca-Cola? This strategic thinking like this that ensures that the Coca-Cola to Pepsi products outsell 17-1. And while American car companies cut ad budgets, is a different car companies like Hyundai gets serious attention from new customers by having a constant presence in the media with messages of empathy with the cost and fuel economy.

Sure, there were 22 catch to all this. Now, investors say their brokers, “Yes, I know I will buy the stock when the market is down and prices are cheap, but I have no money.” In theory, they want to continue advertising, but in practice, cutting the advertising budget is saving real dollars. Here is the solution to avoid the Catch-22, just treat your advertising budget as sacrosanct and fixed it. I am fully aware that it is much easier said than done. Especially for small companies with less than seven-figure advertising budget. But when it comes to consumer products and services, do not forget, people are drawn to what is constant. That’s just human nature. And there is nothing better than empathy serves as a consistency of brand and even for the world around us.

In good time, you have to advertise. But in bad times, you must!