If economic conditions are tight and sales are down, the advertising budget is often top of the list for cutting back. However reducing advertising spend at the very moment you need more sales can make matters worse.

Before making a decision we recommend that you treat the situation as a perfect time for an advertising review. If you have kept track of your leads, you'll know which messages and media are working best for you and which need a new approach. In addition, keep in mind that customers still want to spend - and you can win their business with the right advertising message. It might be that 'value for money' plays a greater part in the spending decision for example; is that reflected in your advertising message?