When the Going Gets Tough, the Tough Get Advertising
The most dismal retail season in the past 40 years (according to the incessant slow-news-day reports I keep hearing) reminds me of what an old account guy told me many years ago: You can’t save your way to prosperity. That sage advice is becoming more apparent, as consumers have shunned the dramatic, metaphoric pants-dropping by America’s retailers. 30, 40, 50, 60 percent off . . . it hasn’t mattered much, and in some cases has instead served notice that the stuff was way overpriced in the first place.
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