“It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”
This obviously assumes that the spending is done in a thoughtful and well targeted manner.
Does this still apply with our current conditions or do we need a new recession marketing philosophy? What do you think?
 John Quelch, Marketing Your Way Through a Recession, Harvard Business School, March 3, 2008