A report of key findings from an IPA seminar: It is important to maintain advertising and marketing communications expenditure in a downturn, as cutting budgets will only be profitable in the short-term and ultimately the brand will emerge much weaker. These are just some of the findings from this IPA report, with leading consultancies from Millward Brown; an econometrics consultancy, and IPA dataMINE: quantitative analysis of 880 cases from the IPA databank of effectiveness cases. As a result of the seminar, for the first time, a guideline has been produced (from the IPA dataMINE2 paper) to show how to calculate the impact on profit of cutting adspend.

• Advertising in a downturn
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