Advertising Week 10th Anniversary Official Guide
Issue link: http://read.uberflip.com/i/869180
220 BRAND ED By Ren Bacher Question: When it comes to marketing, if a tree falls in the woods and nobody is around to hear it, does it make a noise? Answer: It doesn't matter, because nobody heard it anyway. Likewise, if a brand makes noise when consumers aren't listening, it's a waste of your time and resources. On the fl ip side, capitalizing on a newsworthy event to insert your brand in a meaningful way—also known as reactive marketing—can produce impressive results. SHOULD YOU MIX MARKETING & POLITICS