以往一般人认为遇到经济不景气时,降低成本最快也最容易的方法便是裁减广告经费,其实不然。目前国内外一些公司和厂家发现,在不景气时投入较高的广告费反而更划算。在我国,广告媒介传播商品信息量仍较少,但信任度高。80%的消费者信任广告信息。同类产品越多,需求的诱导作用越大。有些企业认识了这一规律,花重金作广告,甚至借钱作广告。如1986年“神州”热水器厂贷款5万元全部用于做广告, In the past, most people thought that when the economic downturn was encountered, the fastest and easiest way to reduce costs was to cut down on advertising expenses. This is not the case. At present, some companies and manufacturers at home and abroad have found that it is more cost-effective to invest in higher advertising costs in times of recession. In China, the volume of information disseminated by advertising media is still small, but the degree of trust is high. 80% of consumers trust advertising information. The more similar products, the greater the demand induction. Some companies recognize this rule, spend heavily on advertising, and even borrow money for advertising. For example, in 1986, the “Shenzhou” water heater factory loan was 50,000 yuan for advertising.