MrHard - 11:53 pm on Mar 4, 2009 (gmt 0)

I have a friend who is a marketing guru who says the complete opposite of this. When the economy goes south, you should keep advertising up or even increase

This is breaking the cardinal rule of ROI. If you are not making money or converting, this is hard to justify.

Spending above ROI gets into the area of speculation and chasing sales which may or may not exist. OK to dabble in but it would be a deadly strategy in the long term, overextending.

[edited by: MrHard at 11:58 pm (utc) on Mar. 4, 2009]