How to Advertise During a Down Economy

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By all accounts it doesn't look like we'll see the crazy growth of the 80s anytime soon. But the economy doesn't have to grow for your brand to grow. Become the path of least resistance by making it easier and easier for consumers to do business with you. Don't tweet and Facebook because it's the hot thing to do; instead become a listener and begin to structure your product and service offerings more in line with the needs of your consumers. The more you listen, the more you will learn.

When the economy is growing overall a rising tide lifts all boats. But in an economic storm, companies who know when and where to set sail and drop anchor will survive and have the opportunity to prosper.

This work is the opinion of the columnist and in no way reflects the opinion of ABC News.

Larry Woodard is a director on the Advertising Week board and chairman of the American Association of Advertising Agencies' New York Council.

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