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Why you should carry on advertising through a crisis

Posted by Stuart Walters on January 27, 2022

The impact of a global pandemic on small businesses has been unprecedented over the past two years. With closures, lockdowns and reduced demand for services, many small business owners have had to rethink the day to day running of their company, including their marketing spending. This has sparked debate amongst entrepreneurs and advertising experts; the question remains “should brands continue to advertise during a crisis?” 

Suspending Advertising Isn’t a Long-Term Solution

It’s a challenging thought, but brands probably shouldn’t start cutting back on advertising spends  too soon when a crisis arises. It might be a quick and easy cost-saving solution, but consumers actually expect to be advertised to at these times. Suspending a marketing strategy isn’t a long-term solution for recovery, and historical evidence shows that continuing to advertise is often hugely profitable for the future. Businesses simply need to change their angles and messaging to suit the tone of the situation.


Allow Your Voice to Be Heard

The value of increasing or simply maintaining your advertising budget during a recession or crisis should never be underestimated. It’s a smart move as an entrepreneur, as it guarantees a higher share of the market at a time where competitors are pulling back. This is the time to fuel your growth, allow your voice to be heard in your sector and increase the effectiveness of your advertising campaigns. When a crisis strikes it’s not the time to reduce noise, as your competitors will be ready to swoop in and enjoy a higher market share. Once the economy is back on its feet it will be harder to recover if you opt for the quiet route now.


Consumers Expect to Hear From You, Even During a Crisis

As a small business owner, you might feel on edge about advertising your brand during a sensitive time. Clearly, there is an assessment to be made for your business as to whether it’s appropriate to advertise. Usually, consumers expect brands to speak out during times of crisis and tailor their language carefully and mindfully towards the current circumstances. 


Establishing the Right Tone

A lot of research shows that buyers have no problem with advertising campaigns during times of crisis, such as pandemics. There is still a place for brands at a time like this, but it’s important to consider the tone and context of ongoing marketing campaigns. Small businesses need to align with the emotions of their target audience and provide a sense of support and comfort. Thinking outside the box during this time is fundamental; steer clear of cliche language and be authentic about how you’re handling the current crisis. Show your audience behind the scenes at work and how you’re supporting your employees and the rest of society as a whole. Authenticity and true compassion is the angle to adopt when continuing your marketing strategies during times of crisis.


Why Should You Carry on Advertising?

During this current time of uncertainty and any other times of crisis that emerge in the future, it’s important to have an action plan for your ongoing advertising strategy. As mentioned earlier, it is very tempting to cut back on your advertising costs and go quiet during tricky times, but you’re missing out on a huge opportunity to make a connection with your audience. Holding onto your profits in the short term won’t facilitate your growth in the long run, so it’s important to keep investing in your advertising as much as possible. Taking the hit now and coming out stronger in the end will not only benefit your company, but it will also allow you to stay at the forefront of your customers’ minds during the crisis.


Advertising Action Plans

Committing to long-term success is possible, as long as you have contingency plans in place for your business. Your current advertising strategies should live on no matter what the financial climate is. One of the first things to consider is increasing your advertising budgets when your competitors turn quiet. This will give you a louder voice in your industry and a bigger market share when the crisis eventually subsides. Secondly, you should think carefully about how you reframe your advertising campaigns and languages to show support and solidarity with your audience. Stay true to the values of your company, but don’t ignore the problems that the world is facing at the moment. Finally, test your adverts with your audience to see how your audience reacts during these times; this will give you a good indication about the tone and angle of any given campaign.

Privacy Policy – Alexander Advertising International Ltd

This website is operated by Alexander Advertising International and whose registered address is Ispden House, Lutpon Road, Wallingford, OX10 9BS. We are committed to protecting and preserving the privacy of our visitors when visiting our site or communicating electronically with us.

This policy sets out how we process any personal data we collect from you or that you provide to us through our website. We confirm that we will keep your information secure and that we will comply fully with all applicable UK Data Protection legislation and regulations. Please read the following carefully to understand what happens to personal data that you choose to provide to us, or that we collect from you when you visit this site. By visiting (our website) you are accepting and consenting to the practices described in this policy.

Types of information we may collect from you

We may collect, store and use the following kinds of personal information about individuals who visit and use our website:

Information you supply to us. You may supply us with information about you by filling in forms on our website. This includes information you provide when you submit a contact/enquiry form. The information you give us may include your name, address, e-mail address and phone number.

Information our website automatically collects about you. With regard to each of your visits to our website we may automatically collect information including the following:


Our website uses cookies to distinguish you from other users of our website. This helps us to provide you with a good experience when you browse our website and also allows us to improve our site. For detailed information on the cookies we use and the purposes for which we use them see our Cookie Policy.

How we may use the information we collect

We use the information in the following ways:

Information you supply to us. We will use this information:

Information we automatically collect about you. We will use this information:

This information is collected anonymously and is not linked to information that identifies you as an individual. We also use Google Analytics to track this information. Find out how Google uses your data at

Google Analytics Data Usage
Disclosure of your information

Any information you provide to us will either be emailed directly to us or may be stored on a secure server located in the UK. We use a trusted third-party website and hosting provider (Perfect Web Design) to facilitate the running and management of this website. Perfect Web Design meet high data protection and security standards and are bound by contract to keep any information they process on our behalf confidential. Any data that may be collected through this website that Perfect Web Design process, is kept secure and only processed in the manner we instruct them to. Perfect Web Design cannot access, provide, rectify or delete any data that they store on our behalf without permission.

We do not rent, sell or share personal information about you with other people or non-affiliated companies.

We will use all reasonable efforts to ensure that your personal data is not disclosed to regional/national institutions and authorities, unless required by law or other regulations.

Unfortunately, the transmission of information via the internet is not completely secure. Although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted to our site; any transmission is at your own risk. Once we have received your information, we will use strict procedures and security features to try to prevent unauthorised access.

Third party links

Our site may, from time to time, contain links to and from the third-party websites. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for these policies. Please check these policies before you submit any personal data to these websites.

Your rights – access to your personal data

You have the right to ensure that your personal data is being processed lawfully (“Subject Access Right”). Your subject access right can be exercised in accordance with data protection laws and regulations. Any subject access request must be made in writing to We will provide your personal data to you within the statutory time frames. To enable us to trace any of your personal data that we may be holding, we may need to request further information from you. If you have a complaint about how we have used your information, you have the right to complain to the Information Commissioner’s Office (ICO).

Changes to our privacy policy

Any changes we may make to our privacy policy in the future will be posted on this page and, where appropriate, notified to you by e-mail. Please check back frequently to see any updates or changes to our privacy policy.


Questions, comments and requests regarding this privacy policy are welcomed and should be addressed to