{"id":10721,"date":"2022-04-04T06:37:01","date_gmt":"2022-04-04T13:37:01","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=10721"},"modified":"2023-06-06T18:54:25","modified_gmt":"2023-06-07T01:54:25","slug":"should-your-brand-continue-advertising-during-times-of-uncertainty","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/should-your-brand-continue-advertising-during-times-of-uncertainty\/","title":{"rendered":"Should Your Brand Continue Advertising During Times of Uncertainty?"},"content":{"rendered":"

Uncertainty. It\u2019s a word we hear more often than we\u2019d like. With overseas conflict, rising gas prices and inflation, continued supply chain woes, labor shortages mixed with an exploding job market, and unpredictable consumer confidence, <\/span>American businesses can\u2019t help but feel uncertain<\/span><\/b>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Despite the anxiety that uncertainty may engender, <\/span>now is actually the perfect time to ramp up brand advertising<\/span><\/b>. History shows<\/a> there’s a reward for companies who are aggressive with their advertising efforts in a recession.\u202f<\/span>\u00a0<\/span><\/p>\n

As some companies halt advertising efforts amid uncertainty, there\u2019s less clutter in the marketplace, making it an opportune t time to reposition your brand or introduce a new product. <\/span>With less clutter, staying top of mind is more accessible<\/span><\/b>, which is crucial to instilling brand loyalty and increasing market share.\u00a0<\/span>\u00a0<\/span><\/p>\n

However, brand messaging during this period needs to be incredibly empathetic. Marketers worldwide agree that now more than ever, <\/span>having the proper creative is imperative to success, and striking the right tone has never been more important.<\/span><\/b>\u200b It\u2019s no surprise, then, that <\/span>cause marketing<\/span><\/a> has proven to be a winning strategy in these times, as more and more consumers look to purchase from companies that reflect their values and give back to charitable causes.\u00a0<\/span>\u00a0<\/span><\/p>\n

Where these messages are placed is just as important as the creative itself<\/span><\/b>. In times of uncertainty, local news becomes an even more powerful place for brands to show up. It has <\/span>emerged as one of the <\/span>safest<\/span><\/b> environments for advertisers and is a proven and powerful vessel for brand messaging. <\/span>According to the IAB:<\/span><\/b>\u00a0<\/span><\/p>\n