The document discusses advertising strategies during economic downturns. It argues that cutting advertising budgets is a misguided approach that can damage long-term market share. While initially saving money, reduced advertising allows competitors to capture customers through continued promotion. By the time struggling businesses resume advertising, recapturing lost market share will be much more difficult and costly. The document advocates maintaining an "offensive marketing posture" even in tough times. It cites studies finding that companies aggressively marketing during downturns typically gain a major sales advantage over less proactive competitors. The conclusion encourages businesses to "plant more trees" by continuing to advertise with Vanderbilt Student Media outlets.