Would you cut back on your marketing in a downturn? If so, why?

After all, if your marketing has been working, why would you cut back on it? If the amount of money you’ve been investing in marketing has been less than the amount of money you’ve been getting back in increased sales, why wouldn’t you want more of the same?

And if your marketing hasn’t been working, why haven’t you fixed it? If the amount of money you’ve been investing in marketing has been more than the amount of money you’ve been getting back in increased sales, why haven’t you changed your tactics?