Certain laws of marketing are immutable: Reach+Frequency=Awareness. ¶ Awareness sells products and services when it crosses paths with Need or Want. ¶ You can sell people things they don't need, but you can't sell them things they don't want. ¶ The best ad is a good product. ¶ Creative with strategy is called "advertising." Creative without strategy is called "art." ¶ Perception is reality.