Stretch your Marketing Dollars

Companies need creativity and resourcefulness to stretch dollars when cutting budgets. Fortunately, doing more with less doesn't necessarily mean reaching fewer customers. Instead of reducing message frequency, consider shifting from TV to less expensive radio advertising. Create different versions of an ad for different markets or segments rather than separate commercials for each. 

Consider Internet advertising if you haven't before. Because the medium provides immediate feedback about what's working and what's not, now may be the right time to experiment with search or banner advertising.