For many small-business owners, the idea of boosting marketing and advertising expenditures during an economic downturn seems painful and counterintuitive. Some experts, however, argue that it's the wrong time to cut back. "In times like this, people think the first thing to do is to cut back on marketing to save money," said Jay Conrad Levinson, a guerrilla-marketing expert. "But that's kind of like ditching your wristwatch to save time. A down economy is not a time to become low profile, or people will forget you." In fact, Levinson advocates increasing spending on marketing.

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