Hence, more promotional flyers and color brochure printing pieces have been cut from trade show exhibits just because they were deemed unnecessary when the staff could better explain the business in person. As a matter of fact, these marketing collaterals are even reduced to just enough to entice prospective clients during the trade show.

But Business Week and other marketing sites online and otherwise have the opposite impression. According to them, now, in fact, is the best time to advertise your brand. In addition, attending a trade show without the proper pre-show advertising would just be a waste of time and money on your part.

Most corporate marketers and analysts would argue that building a relationship with your customers is more crucial than promoting the features of your products. In fact, with a much wider choice for your target customers, with almost everybody in your niche offering the same quality and service, it would be the best time for you to create and maintain a stronger bond based on consistency and reliability.

With studies showing that it is better to sustain your advertising efforts when the others are cutting back, more and more companies understand that they need to further their position in times of crisis to place themselves on a better level than the competition.

Advancing in your chosen business field is a matter of the company's willingness to support their image. This would mean an advantage on your part when it comes to getting the pricing power in your business niche, and hence, your leverage with the bond you've developed with your clients.

This is considered looking at the long term rather than the short term benefits. Studies further show that those who stayed on course even during belt-tightening times have lost only 1% of their brand value as compared to the others who decided to forgo some of their marketing efforts.

Market analysts suggest then that in order to maintain your growth, you need to keep the pace in your marketing efforts. The more you change your schedule and goals the more likely that your brand would suffer. Now is definitely the right time to advertise to gain the edge you need to be successful.