Anti-cyclical advertising are advertising campaigns that are executed in times of decreasing revenues when the company is struggling to survive. The goal is to gain new customers, retain old ones and generate attention for the company. Especially promotional items are recommendable during such times. However, anti-cyclical does not only mean doing advertising during bad times, but also times with low competitive pressure. The same goes for a reduction of advertising expenses during times when competitive pressure is high. The application of anti-cyclical advertising results in the lowest scatter losses, and it achieves exactly what is counteracting a decreases in sales: Increase sympathy, a stronger image, customer loyalty and a higher recognition value.