Recessions hurt. But according to this article, recessions can be a welcome opportunity to make some strategic moves to get more market share. Where most companies try to survive by tightening the reins on costs, the author of this article suggests that cutting the right costs and increasing others can help improve the company’s position when the recession ends. Particularly, he argues that companies should increase advertising expenditures during the recession. If companies continue to develop new products and advertise them heavily, those products will be fresh on consumers’ minds when the economy turns upward again, and demand for those company's products will increase.