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Activities in recessions

A recent survey by ANA (Association of National Advertisers) among marketers states the obvious. In a recession marketers cut back on media budgets, production budgets and sponsorships.

What surprised me was that they maintain their investments in R&D and learning/testing. I wonder if the focus of R&D changes to finding cheaper alternatives to exisitng products than a blue skying approach.

Isn’t it irritating that research either reveals the obvious or states something without that next level of insight? Or maybe one needs to pay for that!!

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