... good.If it s well executed, that’s good too.But if it s a persuasive execution ofa terrific idea . . . that’s advertising —BOBKILLIAN DO- IT- YOURSELF ADVERTISING AND PROMOTION xxxiBrand Asset ... trial, enhance brand image, and build brand equity, if it is consistent with your other messages. Do remember, however, that such unpaid advertising takes just as much skill to produce and place as ... stay with it only as long as it gives you the expected results!A case history. Gaining additional profit by not advertising has beenattempted by a number of companies and brands, usually with...