While there can be little question that these are tough economic times that challenge the resourcefulness of small businesses and professional practices, it is hardly a time to cut back on advertising. If anything, it is time to step up efforts to maintain your visibility in the public eye and remain relevant with your advertising message. You could be offering the best goods and/or services in your area but, if people are unaware of who you are and what you do, they will not be buying.
In this respect, advertising is as important as stocking your shelves and opening your doors to business. It establishes your presence. If you are not already advertising effectively and consistently, it is important that you start putting your name and face in front of the public. If you are already advertising, keep it up! Otherwise, the public might assume that you have disappeared.