In this down economy advertisers are going to have change their messaging. And the more quickly they do, the better off their numbers will become.

Here are a few common sense guidelines for marketing in a recession:

1. Stress the VALUE PROPOSITION of your products or services, rather than features and benefits. Think about how your brand will make a significant difference to your audience in terms they will value and understand. Consider the success of Walmart’s Save Money. Live Better campaign. Talk about throwing a value proposition out there for everyone to see and grab hold of, huh?
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It's A Wonderful Life

Working in the advertising business, I get plenty of jeers from my friends and family around the holidays for my role in the commercialization of the holidays. I must admit, that even I at times wish the holidays weren’t so crass and commercial. That was until I watched the holiday classic, “It’s a Wonderful Life” with Jimmy Stewart.
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