To advertise or not to advertise....what's the answer? The Consideration Matrix

Latest headlines suggest that just 7% of UK marketers say their brands are taking a strategic approach to invest more in marketing during the COVID-19 pandemic, with the vast majority feeling forced to maintain or cut spend in the face of business disruption*. Many are uncertain about how to adapt advertising plans or whether to even advertise at all. At IRI, working with some of the biggest advertisers, publishers and agencies worldwide puts us at a real advantage. We aim to use this enviable position to offer guidance for brand owners to help navigate a path through this uncertainty.

In this latest paper, Carl Carter, Marketing Strategy & Effectiveness Director shares IRI’s Advertising Consideration Matrix in which he suggests some key considerations to take into account before making any decision regarding advertising.

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