The sales of a brand are like the height at which an airplane flies. Advertising spend is like its engines: while the engines are running, everything is fine, but, when the engines stop, the descent eventually starts. — Simon Broadbent
Advertising spend can be cut for many reasons. In a recession or other times of financial pressure — e.g., when resources are urgently required in other areas of the business — advertising may seem like a discretionary activity or a dispensable luxury. Because the advertising budget is typically non-fixed, it can be diverted quickly at short notice. In some cases, poor budget planning or extra spending due to seasonality (or certain high reaching events) may run the budget dry for some time until the brand’s next allocation of funds.