marketing dollars spent during a down economy are far more powerful than similar dollars spent during good times since each dollar represents a greater percentage of the overall marketing expenditure in your industry. As other brands cut their expenditures, your consistency gives you more of a chance to stand out in the minds of your target audience. Consider it this way, If you are in a noisy room filled with people, conversations are hard to hear, but if you are in a room with no one speaking, even a whisper can be heard loud and clear.

“McGraw-Hill Research in a study of U.S. recessions showed that business-to-business firms that maintained or increased their advertising expenditures during the 1981-1982 recession averaged significantly higher sales growth, both during the recession and for the following three years, than those that eliminated or decreased advertising. By 1985, sales of companies that were aggressive recession advertisers had risen 256% over those that didn't keep up their advertising." (business week)

In a rough economy, marketing can often feel like an easy place make cuts, but those cuts will definitely cost you now, and in the future.