2. “ If I stop advertising for two months, sales won’t drop, but they will be hit three or four months down the line. People tend to make this mistake in a recession. IT IS THE WRONG TIME TO CUT.” – Vikram Mahra, CMO, Tata Sky

3. “Brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost during good economic times…” – Prof John Quelch Harvard Business School

4. Your sales team needs help now more than ever. While existing customers are cutting orders, advertising is needed to identify new prospects.

5. Your customers have short-term memories. What have you done for them today? If a competitor continues to advertise, they are the ones more likely to be called.

6. Advertising can help you capture market share. Act now while weaker competitors are slashing ad budgets and waiting out the storm.

7. Consistent advertising generates sales, but it takes time. Advertising has a cumulative effect. If you cut your ads today, you will lose the ground you gained. Continuity is the single most important factor in effective advertising.

8. There is more to advertising than immediate sales. It can be a cost-effective way to keep in-touch with customers, to let them know you are alive and well in spite of the slow-down.

9. New conditions can create new opportunities. The recession may be creating new prospects for your products or services and advertising will help you find them!