Spike Santee

Trying to time your advertising placement to the economy is very much like trying to time your investment decisions with the stock market. It is very risky. History shows the best dividends go to the consistent long term investor. Consistency works much the same way in advertising. History shows the best business results accrue to the consistent advertiser.

Most of us work in a very competitive environment where there is continuous pressure to commoditize our products and services and make us compete on price alone. This can be very discouraging and over time it is possible to lose one's enthusiasm and eventually lose the battle and succumb to selling a commodity on price alone.

This is an article to help you prepare your business to weather another economic downturn. This article is about specific steps you should take right now to protect your market share without damaging your future prospects when the economy improves again.

From an accountant’s point of view, advertising is not an investment. Advertising is an expense. The cost of advertising is an operating expense. It is listed right there on the company’s profit and loss statement. Advertising is not listed on the company’s balance sheet.