Advertising doesn't work in a recession

At least, that's the (wrong I say) conclusion we might all come to if we believe all the marketing experts that are cutting or eliminating their advertising budgets in these hard times. 

Yet right now is the very time to increase your spending, not cut it back.  Share of voice - your percentage of the total advertising spent in your category will naturally go up if you continue to spend while your competitors cut back.  That means your ad dollars automatically increase in effectiveness. Consumers will see and hear about your brand more often at exactly the right moment.  For it is in troubled times that consumers are more likely to forget brand loyalty in favor of trying something different.

The trick is to make sure that your advertising promises relevant benefits and works closely with your PR and promotion messages to offer reasons for trying you now.

History shows time and again that advertisers who choose to spend their way through a recession come out faster and stronger than the competitors that cut spending. 

What are you doing in this recession?