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Peter Field, marketing and advertising effectiveness expert, recently joined thinktv for an insightful webinar, during which he made a compelling argument for continuing to advertise during the current crisis.

As part of his ongoing research into advertising effectiveness, Field analyzed the effectiveness of various advertising approaches during the global financial crisis of 2008-09 and shared critical lessons for marketers in the seminal work, Advertising in a Downturn. His most recent paper, Advertising in Recession, Long, Short or Dark? builds on that work to conclude that, although the current crisis is unique, the lessons for marketers from previous downturns still apply. The first lesson: Keep advertising (if you can).