This paper uses the method of mesoeconomic analysis to explain why nominal aggregate demand may affect real economic variables and how such effects may be estimated. The method combines micro , macro and simple general equilibrium by concentrating on a not necessarily perfectly competitive representative Hrm. In contrast to the case of perfect competition assumed by the Monecarists and the New Classical Macroeconomists where (known) nominal changes cause no real effects, big changes in output may be caused by a financial crisis, especially if widely known. The effects depend on exogenous changes in aggregate demand and costs, and on endogenous responses including changes in the price elasticity of demand and the response of costs to the firms output, aggregate output, and the price level. Studies on the likely values of these responses will help future estimates of the relevant effects. The analysis also pardy explains the difficulty of making economic forecasts.