Al'ameen Sanusi I.

What kind of advertising is needed in a falling market?

Tinge in creating desperation. Produce a “Don Quixote” masterpiece ad… one that isn’t likely to get anyone on board, but will surely tear a hole in the right customer’s wallet. To achieve this, a marketer would want to target only a niched-down segment of the falling market.

We’re usually taught that the key to successful advertising is being creative and believable. In such circumstances, no matter whether one wishes to sell their products or position their brand (both are possible in a falling market, by the way), they should…