"When business is good it pays to advertise;
when it is bad you have got to advertise."

You could have the best product or service in the world but if no one knows about it, it is all for nothing. Visibility is everything. Yet despite this seemingly obvious conclusion, often advertising is one of the very first things businesses cut from company budgets, especially in times of recession. True business moguls understand that during tough economic times, companies need advertise more, not less. Another common mistake is putting all your eggs in one basket. Since the rise of the internet, too many businesses have become overly reliant on web advertising, thinking that's all the exposure they need. But unless potential customers know where to look and what they are looking for, your chances of attaining new customers are greatly diminished. If you look at companies that have become a household name, you will notice them advertising in every way imaginable. From commercials to print ads from web banners to billboards, successful businesses do everything they can to remain relevant and in the public eye. The idea is to have a well-rounded, evenly balanced advertising campaign, incorporating print advertising, viral marketing, direct mail campaigns and package insert programs. The more exposure you have, the more likely customers will come calling.