The document discusses definitions and causes of recession. It notes that recession is a period of reduced economic activity defined as at least two consecutive quarters of declining GDP. Recessions are usually caused by downward economic spirals that follow periods of overinvestment and unsustainable growth. The housing bubble in the US fueled by easy credit and rising asset prices is cited as a key cause of the recent global recession, which spread through financial crisis and falling demand. The document outlines some effects of recession on media businesses, including delayed/cancelled campaigns, budget cuts, payment delays, and increased competition. It provides recommendations for advertisers, agencies, and broadcasters to focus on measurement, accountability, innovation, cost control, and value in recession times.