Build market share
We’ve been preaching about how this is an excellent time to pick up market share, and NOT the time to cut back on marketing efforts.
Here is another example, in the form of an excellent article in “Media Daily News” on Procter and Gamble’s aggressive advertising strategy. This is from that article:
“CEO A.G. Lafley said marketing outlays have remained at their traditional levels, and P&G is looking to take advantage of the turmoil in the ad market to build share of voice.
In a call with investors, Lafley said the marketer of Tide and Crest is “absolutely not” trimming ad dollars. In fact, what’s really going on is that “the advertising markets are softening–and for the same dollars, we’re buying more delivery.” That, in turn, has led to “improving our shares of voice” in multiple categories, he said. “
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