Ad spending may be down (print ads in particular), but there are still those who believe in advertising. A friend of mine who is a business owner expressed his belief early this year, recalling the blunt statement of a Coca-Cola executive (paraphrased):
“When I advertise, my sales go up. When I don’t advertise, my sales go down.”
That seems like a no-brainer for a mega brand such as Coca-Cola. Even in leaner times they surely have a gargantuan advertising budget.
But Coca-Cola was also bullish on advertising in its early days when the fledgling soft drink company painted farmers’ barns at no charge throughout the South. All re-painted barns prominently displayed the Coca-Cola name in bright red.