As long as you're in business, you've got overhead to meet, and new people to reach. Advertising gives you a long term advantage over competitors who cut back or cancel advertising. Companies which cut back grew less than half of those which advertised steadily. You have to advertise to keep regular customers, and to counterbalance the advertising of your competition. You must advertise to keep or expand your market share or you will lose to more aggressive competitors.
Many people postpone buying decisions.
They often go from store to store comparing prices, quality and service. Advertising must reach them steadily throughout the entire decision-making process. Your name must be fresh in their minds when they decide to buy. In a competitive market, rumors and bad news travel fast. Advertising that is vigorous and positive can bring shoppers into the market place, regardless of the economy.