Advertising is usually one of the first items on the chopping block (though it shouldn't be). You've got to cut costs, and you certainly don't want to lay off any employees if you can help it, so you start looking a bit more closely at your marketing budget to see where you can rein in ad spending. It's a natural reaction to a tightening budget, and there is a good reason for it.Most business owners know that you need to advertise. Sure, word of mouth is great - there's nothing like a referral from a happy client to instill trust in a prospect - but you still need to be proactive in getting the word out. The trouble with advertising in the traditional sense is that it is difficult to know whether your efforts are working and what is generating the best value for your dollar. The uncertainty makes it hard to keep throwing money into your ad spend. When your budget tightens it is even harder to justify the cost when the benefits are fuzzy at best.

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