The World Cup qualification games boost Costa Rican's consumption in various sectors such as drinks, food, clothing and technology.
However you have to know how and when to take advantage of the soccer euphoria. Gustavo Halsband, president of advertising agency HWP , believes that "... a brand or company should be aware of the circumstances that determine a change or alteration from the normal. This will put them in the spotlight and make them up to date and dynamic ", reported Elfinancierocr.com article.
The first impulse when facing the crisis is to cut those costs not directly related to production and sales; advertising is one of them.
Advertising agencies are strengthening their strategies to stay close to their customers and to convince them how important it is to continue communicating with the market. They insist that reducing the advertising budget will alienate customers with the consequent reduction in sales, thus entering into a vicious cycle with even worse results.
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