This study has as main focus the action that some companies adopt in moments of economic crisis that is to cut funds from the budget destined to publicity and to campaigns of the brand, in view of the difficulty to obtain satisfactory financial results in moments like this one. To assess whether the cut is a correct measure or not, a questionnaire was distributed to people providing their consumer preferences, as well as reminder branded insurers tested and ad evaluation. With the answers added to the opinions of specialists in the area, it was possible to find out if they remained the largest in the sector because they were recognized and allocated significant funds for promotion.