Standing out from the crowd- notes on brand marketing by engagement, not by interruption:

Brands that create engaging, entertaining or informative content are often welcomed by consumers, rather than being perceived as an interruption. Traditional marketing techniques, or “push” ads, interrupt consumer awareness during activities like listening to a song on the radio. This form of push (or interruptive) marketing can be less effective than “pull” marketing- for example, the online search process where consumers are actively looking for you or information about your product.

As consumers filter through an increasing number of ads from an expanding proliferation of sources, messages that engage the viewer, create relationships and provide value have a greater chance of positively impacting awareness. Creating an effective communication strategy is essential in getting your message to its intended audience. That message should be engaging and conversational, rather than one-directional and interruptive, as you build customer relationships in a competitive marketplace.