Advertising Week


Advertising Week 10th Anniversary Official Guide

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Page 221 of 333

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

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