--- title: "Meaning & Key Takeaway of: Despite the recession in 2008, Tesco…" description: "\"“Despite the recession in 2008, Tesco increased their advertising spend by 18.8% to $125 million, and they weren’t alone. Asda increased theirs by 52%,..." image: "https://sms4smile.com/quotes/i/d50/greg-thain-1820_quote_despite-the-recession-in-2008-tesco-incr_1037777.jpg" --- # Despite the recession in 2008, Tesco increased their… ![“Despite the recession in 2008, Tesco increased their advertising spend by 18.8% to $125 million, and they weren’t alone. Asda increased theirs by 52%, Sainsbury’s by 21.3% and Morrisons by 15%. But even with recessionary budget cuts from manufacturers, the retailers were still outspent by…” quote by Greg Thain](https://sms4smile.com/quotes/i/d50/greg-thain-1820_quote_despite-the-recession-in-2008-tesco-incr_1037777.jpg) [Download](https://sms4smile.com/quotes/i/d50/greg-thain-1820_quote_despite-the-recession-in-2008-tesco-incr_1037777.jpg) [Open image](https://sms4smile.com/quotes/i/d50/greg-thain-1820_quote_despite-the-recession-in-2008-tesco-incr_1037777.jpg) > ““Despite the recession in 2008, Tesco increased their advertising spend by 18.8% to $125 million, and they weren’t alone. Asda increased theirs by 52%, Sainsbury’s by 21.3% and Morrisons by 15%. But even with recessionary budget cuts from manufacturers, the retailers were still outspent by Unilever, who had an advertising budget of $235 million in 2008 (up $4.8 million from 2007) and Procter & Gamble (P&G), with an advertising budget of $231 million (down $25.5 million from 2007), but spread across many brands. In”” [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. During the 2008 recession, UK retailers raised ad budgets, yet consumer‑goods giants still outspent them. **In simple terms:** Retailers increased ads despite recession; big brands spent more. Key Takeaway Retailers can boost ads in downturns. Themes economics advertising recession competition branding Mood analytical concise Type business economic When to use this quote - retail marketing - brand management - economic planning Key Concepts budget allocation market strategy Questions to Reflect On - Is increased advertising effective in a recession? - How do big brands maintain dominance? A Different Perspective Higher ad spend may not guarantee sales growth. ★ ★ ★ ★ ★ No ratings yet [Advertising Budget](https://sms4smile.com/quotes/about/advertising-budget-2408020/) [Advertising Spend](https://sms4smile.com/quotes/about/advertising-spend-2408017/) [Retailers Outspent](https://sms4smile.com/quotes/about/retailers-outspent-2408019/) [Tesco Increased](https://sms4smile.com/quotes/about/tesco-increased-2408021/) [Unilever Advertising](https://sms4smile.com/quotes/about/unilever-advertising-2408018/) ## Related quotes > [The advertising market in China is big and is still growing at a considerable pace. 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However, things…](https://sms4smile.com/quotes/greg-thain/every-dominant-brand-such-as-those-listed-in-table-5-1-has-had-to/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“consolidation, coupled with a desire among the survivors to restore normal profit levels, helps to usher in an era of orderly competition based on…](https://sms4smile.com/quotes/greg-thain/consolidation-coupled-with-a-desire-among-the-survivors-to-restore/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“If the manufacturer can convince the retailer that delisting will hurt consumer satisfaction and possibly lead to store switching, then that will be second…](https://sms4smile.com/quotes/greg-thain/if-the-manufacturer-can-convince-the-retailer-that-delisting-will/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“As retailers have become competitors of manufacturers in many product categories, they reserve more shelfspace for their private label brands and dominate advertising spending…](https://sms4smile.com/quotes/greg-thain/as-retailers-have-become-competitors-of-manufacturers-in-many-product/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“High fixed costs mean that high volumes are an ever-essential objective. One”](https://sms4smile.com/quotes/greg-thain/high-fixed-costs-mean-that-high-volumes-are-an-ever-essential/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Importance of price: Price is imperative for FMCG retailers, much more so than for manufacturers. Retailers must constantly keep their real prices competitive and put…](https://sms4smile.com/quotes/greg-thain/importance-of-price-price-is-imperative-for-fmcg-retailers-much-more/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Hoping to create a little prestige, some retailers develop and advertise premium clothes sub-brands. In 2006, Myer, one of Australia’s largest retailers, launched a…](https://sms4smile.com/quotes/greg-thain/hoping-to-create-a-little-prestige-some-retailers-develop-and/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“The shift of power to retailers is not an inevitable phenomenon: technological changes and associated innovative ideas have been instrumental in moving power and…](https://sms4smile.com/quotes/greg-thain/the-shift-of-power-to-retailers-is-not-an-inevitable-phenomenon/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Because retail brands are barely differentiated, they are relatively fragile when compared to the largest manufacturer brands, despite having, in general, much higher awareness…](https://sms4smile.com/quotes/greg-thain/because-retail-brands-are-barely-differentiated-they-are-relatively/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“There are some FMCG categories where retailers are destined to control mindspace. 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The”](https://sms4smile.com/quotes/greg-thain/direct-consumer-contact-is-an-advantage-for-retailers-as-70-of/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Fresh produce and other ‘destination’ products can create a sustainable differential advantage, as they have the potential for deciding the destination of the shopper.…](https://sms4smile.com/quotes/greg-thain/fresh-produce-and-other-destination-products-can-create-a-sustainable/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“PRIVATE LABEL IS booming. In Europe and the United States during the period 2000–2010, private label was responsible for the majority of the growth…](https://sms4smile.com/quotes/greg-thain/private-label-is-booming-in-europe-and-the-united-states-during-the/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) [Explore all 206 Greg Thain quotes ](https://sms4smile.com/quotes/author/greg-thain/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "“Despite the recession in 2008, Tesco increased their advertising spend by 18.8% to $125 million, and they weren’t alone. Asda increased theirs by 52%, Sainsbury’s by 21.3% and Morrisons by 15%. But even with recessionary budget cuts from manufacturers, the retailers were still outspent by Unilever, who had an advertising budget of $235 million in 2008 (up $4.8 million from 2007) and Procter & Gamble (P&G), with an advertising budget of $231 million (down $25.5 million from 2007), but spread across many brands. 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