General marketing The value of advertising during an economic downturn "History has proven companies that maintain or increase their advertising investments in periods of economic downturns, increase their sales and share of market, both during and after the downturn." If a company fails to maintain its "Share of Mind" during an economic downturn, current and future sales are jeopardized. Maintaining "Share of Mind" costs much less than rebuilding it later on. -ibid. If during an economic downturn you maintain a strong advertising presence while your competitor cuts his budget, you will automatically increase your "Share of Mind". -San Diego Executive Magazine Advertising through both boom and down times sustains the necessary brand recognition. -Making a Recession Work for You, ABM Maintaining a company's advertising during an economic downturn will give the image of corporate stability within a chaotic business environment, and give the advertiser the chance to dominate the advertising media. -ibid. Advertising in an economic downturn should be regarded not as a drain on profits, but as a contributor to profits. -Harvard Business Review Source: American Business Media: "The Value of Advertising During an Economic Downturn" Copyright 2000