It's a question that businesses have been asking for decades. In the recession of 1923, ad executive Roland S. Vaile tracked 200 companies and found that the biggest sales increases were rung up by those who advertised the most. After World War II, sales were plotted through the recessions that followed, as were annual marketing expenditures. Then findings were compared with sales and profit trends before, during and after recessions through to the 1980s. By 1985, McGraw Hill's research of 600 business-to-business companies showed that sales of aggressive recession marketers had risen 256% over those that didn't keep up.

Every time, these studies reach the same unanimous conclusion: aggressive marketing during recessions not only increases sales but also profits.

So, depending on how the "Recession of '08" materializes, your competitors might be sitting tight and cutting their marketing budgets. An aggressive business can experience great strides during a recession - and long afterwards. Here are some tips:

• Step up public relations efforts. Be sure to maintain a media presence with smart, effective PR programs

• Don't waste money in the wrong place to the wrong audience. Develop a strategic marketing plan that targets pre-qualified buyers in your industry. Recession or not, no organization can afford to be all things to all people.

• Keep in touch with your loyal customers. Now is a good time to develop a customer appreciation program.

• Maintain continuity to sustain awareness. Marketing works cumulatively, so remind people frequently about your brand.