The Jolt: Don't sell yourself short

It's not rocket science. If a company is able to sell more product it stands a better chance of making it through the current economic climate than a competitor who cannot.

While Ricky Ow senior vice president and general manager SPE Networks Asia admits the last five months has been challenging, its decision to beef up the sales team before the recession hit full force has paid dividends for the company.

Ow says the company has managed to achieve a strong growth in ad sales revenue - a reflection of the good work it had done before the slump hit. Recently, the company entered into a partnership with AETN All Asia Networks to become its regional ad sales representative.

"Great brands will continue to advertise," he said.

"There is no doubt that competition will be fierce and this is not a time for the weak-hearted."

His advice to advertisers right now is to buy what is effective not what is cheaper.