There is a long established maxim that clearly spells out when to advertise:  when business is good and you can afford to do it and when business is not good and you cannot afford not to do it.  This view is supported by plenty of research that points out the many important advantages in continuity of advertising in good times and bad including sustaining brand recognition, strengthening corporate image, retaining and growing market share, achieving market domination, etc. Yet, advertising budgets implode when times get tough. Read the rest of this entry »