Chicago email marketing has taught me that any type of exposure is good exposure, or it is for the most part.  My email account’s inbox gets flooded with all these advertisements and while I’m constantly deleting them I do end up remembering the names of the businesses.  I’d have to.  I see them so often.  I’m familiar with them and, when it comes down to it, I’d rather invest in someone I know, or at least some business whose name I’m familiar with, rather than a complete unknown.  For example, if you live near a bar and you like it well enough, you’ll end up going to that bar more often than not and hanging out there.  Maybe sometimes you’ll end up going to a new bar just to see what it’s like, but if you want to have a few and relax you’ll always end up back at your local bar.  Now if you’re familiar with a business because you keep seeing it on the news for being indicted for credit fraud or bankruptcy or having something to do with the South American drug trade you’re not going to be so keen to go along with them.  Bad reputations can kill business.