During a recession, the marketing budget is often the first to get cut. That may be a mistake. Businesses that advertise during a recession are not only more likely to survive the recession; they also continue to reap the benefits long after the recession is over.

So rather than making major cuts in your advertising budget, now is the time to explore alternative methods of reaching your customers, like direct mail, social media or publicity.

Also, keep in mind that the ad space suppliers are hurting too and may be willing to negotiate more than usual. It never hurts to ask, “Is that the best you can do?” Everything is negotiable.