As demand picks up, people begin buying again, fueling the need for greater supply. And the cycle starts again.

Although today’s media seems to tout a recession as a uncommon occurrence, until the last 25 years, recessions were a common economic event, often occurring every few years. The National Bureau of Economic Research (NBER) has noted that there have been only two recessions (1990-91 and 8 months in 2001) in the United States over the past 25 years; over the previous 35 years, they noted, there were eight. The bureau defines a recession as "a significant, protracted decline in activity that cuts across the economy, affecting measures like income, employment, retail sales and industrial production."

When we hear rumors of a possible recession, we immediately want to cut back and stop spending. The real trick to surviving a recession is to spend wisely -- save where you can and get your money’s worth when you spend. Recessions most often last only a few months. But recession-smart spending can save you money, and bring greater returns on your investments far, far into the future.

Advertising during a recession can actually help businesses to dominate their market. The benefit is clear: when fewer competitors are advertising, those that continue advertising become more visible to the consumer. In fact, research has revealed that companies maintaining or increasing advertising during periods of economic slow-down boost their market share. Some companies even see an increase in sales over their competitors who cut their advertising.

Sometimes we need to remind ourselves that advertising works cumulatively. Cutting back during a downturn is like throwing away your investment. Maintenance today costs much less than rebuilding tomorrow. But as a business owner, you’ll want to spend your advertising money wisely during a recession period. But how can you make sure you’re spending wisely?

A recession period is when customers are actually "shopping" and not just "spending." This is the time when people want the most for their money, and it is a wonderful time to advertise sales, or provide customers with coupons. It is a good time to promote payment plans, and added purchase "perks" like free shipping and quality service. When gasoline prices are high, it’s also a good time to remind customers to shop locally and save money spent on gas.

A recession is a time when your customers are "shopping around" before they spend. They will do so by browsing advertising and marketing information before they climb into their car to compare options in person. If businesses cut back on advertising, how will their customers make comparisons?

A recession is a temporary condition that provides smart business owners with an advantage. Your advertising will never be more effective.