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B2C Approaches 97

key is to craft messages that reflect the times and show how
your service or product is worth the consumer’s dollars;
advertising is an investment, not an extraneous expense. We
still need food, transportation, shelter, things to put in our
homes, etc. … As Americans it is ingrained in our souls to
consume. I doubt any American has completely cut out
buying things they “don’t need” to save money. Have they
slimmed down their spending? Absolutely. Have they cut out
nonessential expenses altogether? Absolutely not. Here are
some examples.

The dairy industry hired personal finance guru Suze Orman
to champion milk as a bargain (see Figure 5.1). It’s just one
example of “recession marketing” – urging people to buy
merchandise that saves them money.

Figure 5.1