Here’s the bottom line (pun intended): it’s critically important to advertise and market your business where your customers are.

Despite the sensational media reports, there are still plenty of consumers and businesses buying products and services. However, they’re being more selective than ever before as to what they buy and with whom they do business.

Interestingly, just the act of advertising itself in a recession may be more important than ever. According to a recent study of retail stores, banks, and auto dealerships by Ad-ology Research, more than 48% of U.S. adults believe that a lack of advertising during a recession indicates the business is struggling. Conversely, the majority of respondents perceive that businesses continuing to advertise are healthy and committed to doing business.