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LOS ANGELES Because consumers behave differently during recessions, the good news is a chance to grow market share for those willing to learn from history and adapt tried-and-true practices to the media environment. Or so suggests a study by Aegis Group’s Carat Insight, “Advertising Progression Through a Recession,” released last week.
Though Carat predicts marketing outlays to be only 2 to 3 percent higher than 2007 (mostly due to the Olympics and election year), the manner of spending those dollars is crucial, it maintains.
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